Marketing for Bpharm final year

1. MARKETING PHARMACEUTICAL CARE SERVICES
Fundamentals of marketing
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2. MARKETING
“BOLNE KO PITHO BIKCHHA,
NABOLNE KO CHAMAL BIKDAINA”
(Marketing can sale product but without marketing even good
product may not be sold)
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3. What is Marketing?
 Marketing is all about identifying and
meeting human and social needs.
 Marketing is managing profitable
customer relationships.
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4. AMERICAN MARKETING ASSOCIATION
 "Marketing is an organizational function
and set of processes for creating,
communicating, and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders." –
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5. MKT
 ”
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NEW View
of Marketing:
Satisfying
Customer Needs
OLD
Viewof Marketing:
Making a Sale –
“Telling & Selling

6.  Need: Solution to the problem.
Warm Clothes in Winter
 Want: need shaped by personality, Form that a human
need takes, as shaped by culture and individual
personality.
Sweater, Bakhu, Jacket, red color, green color, yello
color
 Demand: Want backed by pocket, Wants supported
Buying Power .
 Rs 1000, Rs 10000, Rs 500 6
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7. SEGMENTATION:
 Identifying a group of customers who share a
similar set of needs and wants
Doctors
Cardiologist
Rhematologist
Gynaecologist
Cardiologist: Government Hospital
Resident Private Hospital
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8. TARGET MARKETS
Which market presents
the greatest opportunity
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9. MARKET OFFERINGS
 Customer needs are addressed through a set of
benefits that satisfy those needs called offerings. It
can be a combination of products, services,
informaton, and experiences.
 Dosage form
 Leaflets
 Shape
 Color
 packaging
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10. POSITIONING
 Designing a company’s offering and image to
occupy a distinctive place in the minds of target
market. The goal is to locate the brand in the mind
of consumers to maximize the potential benefit to
the firm.
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11. BRAND
 A brand is a distinguishing symbol, mark, logo,
name, word, sentence or a combination of these
items that companies use to distinguish their
product from others in the market.
 Offering from known source
 Legal protection given to a brand name is called
a trademark.
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12. VALUE & SATISFACTION
 The sum of the tangible and intangible benefits and
cost of the brand to the customer is Value.
 Satisfaction is the customer’s judgment of a
product’s perceived performance in relation to
expectations.
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13.  Marketing is the process of identification, creation,
communication, delivery and monitorying of
customer value
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14. MARKETING PLANS
 "Marketing Planning is the process of developing
marketing plan incorporating overall marketing
objectives, strategies, and programs of actions designed
to achieve these objectives."

 Marketing Planning involves setting objectives and
targets, and communicating these targets to people
responsible to achieve them. It also involves
careful examination of all strategic issues, including the
business environment, the market itself, the corporate
mission statement, competitors, and organisational
capabilities.

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15.  Marketing Plan is a comprehensive blue print
which outlines an organisation's overall marketing
efforts."
 Marketing Plan is a written document that describes
an organisation's advertising and marketing efforts
for a coming period of time. It
includes description of target markets, marketing
situation, organisation position, competition,
and description of marketing mix the
organisation intend to use to reach their marketing
goals. 15
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16.  Markeitn plan is the central instruments for directing
and coordinating the marketing effort.
 It operates at two levels.
1. Strategic:-Larger, overall plan, long periods of
time, future-oriented
It works on target markets and brand based on
analysis of the best market opportunities
1. Tactical:-Plan-Shorter Term, flexible to specific
market condition.
it includes product features, sales channel,
promotion, pricing 16
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17. 17
THE MARKETING ENVIRONMENT AND
COMPETITOR ANALYSIS
 SWOT Analysis
 PEST Analysis
 Five Forces Analysis

18. SWOT ANALYSIS
 The term SWOT is the acronym made up of four
words viz., Strengths, Weaknesses, Opportunities
and Threats.
 The first two variables are internal to an
organisation whereas the last two are external.
 The Overall evaluation of company’s strength,
weakness, opportunities and threats is called
SWOT Analysis.
 It is a way of monitoring the external and internal
marketing environment.
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19.  A technique that enables a group or individual to
move from everyday problems and traditional
strategy to a fresh prospective.
 It analyses our strength and weakness (Internal)
and opportunities and threats (External)

20.  Swot analysis comprises the four elements
Internal Factors External Factors
Strength Weaknes Opportunity Threat

21. STRENGTH
Characteristics of individual, product or industry that
give advantage over others in the industry
Positive tangible and intangible attributes internal to an
organisation
 Abundant financial resurce,
 Well-Known brand name
 Economies of scale
 Low cost( raw materials and process)
 Superior management
 Effective supply channel
 Commited manpower

22. WEAKNESS
Characteristics that place the firm at a disadvantage
relative to others
They are the factors which donot meet the standards we
feel they should meet . However weakness are
contollable and they must be minimised
 Limited financial resources
 Weak R&D
 Narrow product line
 Limited distribution channel
 Out-0f-date product / technology
 Poor marketing skills and field force
 Undertrained employees

23. OPPORTUNITIES
External attractive factors that represents the reasomn for an
organisation to exist and develop
Arise when an org. Can take benefit of conditions in its
environment to plan and execute strategies that enable to
become more profitable
 Org. Should be careful and recognise the opportunites and
grasp them whenever they arise
 Eg. Rapid market growth
 Changing customer needs/tastes
 New indications for product
 Economic boom
 Government deregulation

24. THREATS
External elements in the environment that could cause
trouble for the business –External factors beyond and
organisation control
 Entry of foreign compititors wih advance tecnology and
resources
 Introduction of new substitute products
 Product lifecycle in decline
 Changing customer needs/ taste
 Rival firm adopt new technology
 Economic downturn
 Increase government regulation

25. IMPORTANCE OF SWOT
1. SWOT Analysis brings to light whether the
business is healthy or sick.
2. To know of both internal as well as external factors
affecting its success or failure.
3.4. It helps in the formation of a strategy so as to
make preparations for the possible threats from the
competitors.
 SWOT analysis evaluates the business
environment in a detailed manner so as to take
strategic decisions for the future course of action.
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26. 4. Improving Operations and performance
5. Discovering Opportunities
6. Dealing with Risks and reducing risk
7. Competitive Positioning
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28. PEST ANALYSIS
 PEST analysis is an analysis of external macro-
environment that affects all firms, org. Such
external factors usually are beyond the firm’s
control .
 It is an acronym for the
 P=Political factors
 E= Economic factors
 S= Social factors
 T= Technological Factors 28
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29. POLITICAL ANALYSIS
 Political stability
 Risk of military invasion
 Leagal frmaework
 Intellectual property protection
 Trade regulation and tariffs
 Employment laws
 Taxation
 Industry safety regulations
 Government policy
 Environment protection law 29
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30. ECONOMIC ANALYSIS
 Type of economic system
 Government intervention in free market
 Exchange rate
 Infrastructure quality
 Labor cost
 Economic growth rate
 Inflation rate
 Interest rate
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31. SOCIAL ANALYSIS
 Demographics
 Class structure
 Education
 Culture
 Leisure interest
 Distribution of income
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32. TECHNOLOGICAL ANALYSIS
 Recent technological developments
 Technology’s impact on product offering
 Rate of technological diffusion
 Internet
 Information technology
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34. FIVE FORCE ANALYSIS
 The Five Forces Model was devised by Professor
Michael Porter. The model is a framework
for analysing the nature of competition within an
industry.
 Five Forces of Competitive Position model provides
a simple perspective for assessing and analysing
the competitive strength and position of a
corporation or business organization
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