Tata 1mg is a digital healthcare platform that provides access to medicines and healthcare products through its website and app. It was founded in 2013 and acquired by Tata group in 2021. The company aims to make healthcare accessible, affordable and understandable for Indians. It offers a wide range of medicines and products, and uses strategies like customer centricity, technology integration and marketing to build its brand in the growing e-pharmacy sector.

1. Shree Chanakya Education Society’s
Indira Institute of Management, Pune
An Autonomous Institute Affiliated
to
Savitribai Phule Pune University
Master of Business Administration,
Semester–III
Batch: 2021-2023
Course : (SC10301 MK)PRODUCT AND BRAND MANAGEMENT
Company: ‘TATA 1 mg’
Group: BA-1
Roll no. Name Signature
BA 1 Akash Kandalkar
BA 2 Akshay Karangutkar
BA 3 Amar Dhewale
BA 4 Anuja Kulkarni
BA 5 Atul Terkar
BA 25 Shubham Sambhaji Kale

2. AGENDA
• Sector Overview
• Competitor Analysis
• Challenges Faced
• Porter’s 5 Forces
• Ansoff’s Matrix
• Value Chain Analysis
• Critical Success Factor
• Summarization
• About Company
• Mission
• Company’s Directors
• Milestone
• Products
• Financials
• SWOT Analysis
• PESTLE Analysis

3. ABOUT COPMANY
is a digital consumer healthcare platform that makes healthcare accessible,
understandable, and affordable.
It allows users to find information about medicines prescribed by doctors and also buy
it.
Users can find drugs by ailments, class, companies, and brands.

4. • Founded by:
Prashant Tandon, Gaurav Agarwal, Vikas Chauhan. It was previously named ‘1mg’ and in June of
2021 Tata group acquired it hence the name ‘TATA 1mg’
• Sector:
eCommerce, Healthcare sector, Subsector : e-pharmacy sector
• Mission:
The company's mission is to make healthcare accessible, understandable, and affordable for
one billion Indians through a comprehensive website and mobile app. Tata 1mg enables
consumers to learn more about their medicines in addition to finding more cost-effective
Substitutes
• Revenue:
Tata 1mg's total income during FY22 was at Rs 246.25 crore, up 44.19 percent from Rs 170.78 crore in the previous
year.

5. PRODUCT MIX

6. PRODUCT WIDTH

7. PRODUCT LENGTH

8. PRODUCT DEPTH

9. MARKETING MIX

10. SWOT ANALYSIS
S W O T
• Growing demand for e-
pharmacy services
• Increasing use of
technology in healthcare
• Growing awareness of the
benefits of e-pharmacy
services
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
• Established brand name and
reputation
• Wide range of products and
services
• Strong online presence
• Limited physical presence
• Lack of personal interaction
• Competition from established
players
• Stringent regulations
• Competition from traditional
brick-and-mortar
pharmacies
• Limited infrastructure in
rural areas

11. SECTOR OVERVIEW
Market Size: The digital healthcare sector is growing rapidly and is expected to reach $379
billion by 2026.
Market Segments: The digital healthcare sector includes various segments such as e-pharmacy,
telemedicine, mHealth, and wellness.
Growth Drivers: The increasing use of technology and internet, growing awareness of preventive
healthcare, and a need for convenient and accessible healthcare services are driving the growth
of the digital healthcare sector.
Investments: The sector is attracting significant investment from venture capital firms and private
equity players, driven by the growing demand for digital healthcare services.
Health Information Management: The health information management segment of the digital
healthcare sector focuses on providing secure and efficient management of health information.

12. PESTLE Analysis
Support from Indian government
Challenges from traditional brick-and-mortar
pharmacies Economic Social
Technological Legal
Environmental

13. Segmentation Targeting Positioning
1. Demographic segmentation
2. Geographic segmentation
3. Behavioural segmentation
4. Psychographic segmentation
5. Health segmentation
6. Segmentation of loyal customers
Segmentation:

14. Targeting:
• TATA 1mg targets the urban and semi-urban population who are looking for a convenient
and easy way to purchase medicines and healthcare products
• Company targets its customers primarily through online channels such as its website and
mobile app
• It also uses social media and digital marketing campaigns to reach potential customers
and promote its products and services
Positioning:
• TATA 1mg positions itself as a reliable and convenient platform for purchasing medicines
and healthcare products online
• Company positions its products as high-quality, affordable, and accessible healthcare
solutions for all
• They also focus on providing accurate and reliable information about their products

15. Tata 1mg – Aaker Model
•Brand Awareness: Tata 1mg has invested in building strong brand awareness through marketing campaigns and
offering a wide range of healthcare services and products.
•Brand Perceived Quality: Tata 1mg's brand is associated with high-quality healthcare products and services,
which has helped build trust with customers and establish a reputation for quality.
•Brand Loyalty: Tata 1mg has built a loyal customer base through reliable and convenient healthcare services,
and has introduced loyalty programs and discounts for repeat customers.

16. Tata 1mg – Aaker Model
•Brand Association: Tata 1mg's brand is associated with healthcare, wellness, and a healthy lifestyle, and has
established partnerships with reputable healthcare providers.
•Proprietary Assets: Tata 1mg's proprietary assets include its online platform, which provides a convenient and
reliable way for customers to access healthcare services and products, and its investment in technology and
innovation to make healthcare more accessible and convenient for consumers.

17. BRAND STRATEGIES APPLIED BY TATA 1mg
• CUSTOMER CENTRICITY
• TECHNOLOGY INTEGRATION
• HEALTH AWARENESS AND EDUCATION
• COMMUNITY BUILDING
• MARKETING AND ADVERTISING

18. • INNOVATION
• PRODUCT DIVERSIFICATION
• DATA ANALYTICS
• CUSTOMER SUPPORT
• USER-FRIENDLY PLATFORM