Marketing Strategy of Sun Pharmaceuticals
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Brand strategy and Competitor Analysis of Sun Pharmaceuticals is done along with its future growth prospects.
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Marketing Strategy of Sun Pharmaceuticals
- 3. Marketing Strategy of Sun Pharmaceuticals By, AMAN DUBE K( QA,4) VIVEK VIJAYAN (QA, 18) ABDUL FAYAZ BAIG ( P’CEUTICS, 1)
- 4. Timeline 1983 Established with five Psychiatry Products 1988 First Cardiology Products- Monotrate and Angizem launched 1997 Acquisition of Tamil Nadu’s Dadha Pharmaceuticals and Caraco Pharmaceuticals Of detroit 2000 Became Fifth Largest company 2008 Chattem Pharmaceuticals 2010 Acquisition Of Taro Pharmaceuticals. Crossing One Billion $ Sales 2012 Acquisition of Dusa Pharmaceuticals 2013 Crossing 2 billion$ Sales becoming second largest in India 2014 Acquisition of Ranbaxy becoming India's largest in terms of market share
- 5. Strategy and Approach Crossed US$ 1 Bn sales - 27th year Crossed US$ 2 Bn sales - 30th year Create Sustainable Revenue Streams Focus: Chronic therapies Differentiation: Technically complex products Speed to market Seek Cost leadership Vertical integration: Development through manufacturing (API and finished dosage) to marketing Optimize operational costs Balance Profitability and investments for future Acquisitions yield high ROI Development of complex generics
- 6. A Road less travelled Focus on super specialty prescriber and therapeutic niche segments such as Psychiatry, neurology Marketing strategy clearly focused on optimizing profits. Pricing strategy is based on par with the leading players. Universal coverage of customers in the specialities of choice Product strategy is to provide a complete range of products in a given prescriber segment Attractive incentives on achieving the targeted sales
- 7. Sun Rising in the west First Indian company to cross 1 billion $ mark in US. Sun pharma has built up an enviable product portfolio through a steady stream of ANDAs (Abbreviated New Drug Applications) over the years. It has so far 237 approved ANDAs and 147 pending ANDAs 70% of its revenues generated from US branded generics market and rest of the world.
- 8. SWOT Analysis • Threats• Opportunities • Weakness• Strengths 1.Market Leader in chronic segments 2.Introduction of Pantoprazole & Eloxatin in US market has very limited competition 3.Strong brand presence in India and US markets 1.To Tap Multiple opportunities by manufacturing multiple dosage forms 2.Enhancing Presence in emerging markets 1.There is growing competition in generics market 2.Stringent patent regulations 3.High price sensitivity of consumers 1.Can leverage their acquisitions to further increase the growth 2.Increase their presence in contract manufacturing 3.Increasing healthcare awareness in India
- 10. COMPETITION ANALYSIS • It is an assessment of the strengths and weaknesses of current and potential competitors. • This analysis provides both an offensive and defensive strategic context to identify opportunities and threats.
- 12. Strategies Differentiation Expand new markets Protect market shares Increasing market shares Market follower strategies
- 13. DIFFERENTIATION Acquisition of DUSA Pharmaceuticals Fully integrated specialty pharma company focusing primarily on the development and marketing of its Levulan®photodynamic therapy (PDT) technology platform It has a patent protected drug device treatment for curing skin lesions. The US alone has over 5 million treatments annually with DUSA having 5% share of it. A drug device combination is difficult to copy for a generic company.
- 14. Expand new markets The key growth drivers for future include an increasing shift to the use of generics medicines, accompanied by patent expiries in the US and volume-driven growth in pharmerging markets. Set up manufacturing facilities in Brazil, Mexico and Bangladesh to comply with local regulatory requirements. Focus on ensuring long- term competitiveness of the formulations business through strong backward integration Establish long-term contracts with customers in regulated markets for sustainable revenue growth and margins
- 16. Increase in market share Enhanced drugs volumes New drug launches Minor price increases Ensuring timely product launches Focus on fast growing chronic therapies Acquisitions
- 17. Market follower strategy The strategy of product imitation might be as profitable as a strategy of product innovation Here the innovator bears the expense of developing a new product, however another firm may copy or modify the same product and may incur high profits.
- 18. Major route of Eliminating Competition 1996 ACQUISITIONS AND JOINT VENTURES
- 19. Caraco was the first international acquisition 1997
- 20. 1998 • Purchased basket of products 1999 2000
- 21. 2004 2005
- 23. 2014 2012
- 27. FDCs • Pantoprazole PANTOCID • Clarithromycin • PantoprazolePANTOCID HP • Domeperidone • Pantoprazole PANTOCID D
- 28. STRENGTH • LOSARTANREPACE 100 , 50 & 25MG • LOSARTAN • AMLODIPINE REPACE A 25MG • LOSARTAN • AMLODIPINE REPACE AF 50 MG
- 29. MARKET SHARE
- 30. R&D The company has incurred `2.05 bn in Q1FY’14 as R&D expense. Spends 6% of its revenues on R&D
- 31. FILINGS Pipeline for Abbreviated new drug applications and New molecular entities. Aggressive PARA IV Filings ANDA filings stood at 453 with the USFDA as on June 30, 2013 and received 9 ANDA approval during Q1FY’14 The combination of Sun Pharma and Ranbaxy will operate with 629 new generic drug approvals in the US alone.
- 33. 5BLN$
- 34. THANK YOU