This study was conducted to develop a simple framework for finding out the impact of the differen... more This study was conducted to develop a simple framework for finding out the impact of the different kinds of promotional tools offered by pharmaceutical industry on the prescribing behaviour of doctors. Moreover the study also focused on whether the perception of physicians towards various promotional tools is different with respect to demographic variables. Well-structured schedule was developed for conducting the study. Judgmental sampling method was followed. Survey was conducted and data was analyzed on the basis of responses provided by 523 respondents. Researcher has applied factor analysis for data reduction and ANOVA & F-test for hypothesis testing. Findings of the study can help the marketing managers of pharmaceutical companies in designing their promotional strategies especially for doctors.
The paper highlights need of experiential learning for university students in the courses on Sale... more The paper highlights need of experiential learning for university students in the courses on Sales and/ or Marketing Management. The students worked on a real time project in order to “ Knowby-Doing ” and they were required to sell chosen products in order to learn the personal selling skills. Though, this approach had been a real challenge for students but without this, they may not learn real essence of this course in regular lecture-based classes. The insights gained by students have been stupendous for their understanding of sales management, per se, sales pitching, follow-up, negotiating, product knowledge and closing sales. Meanwhile, the instructor has regularly provided valuable inputs to the students in form of lectures, role plays and case studies, which helped students to perform better in their activities.
Physicians are perhaps the most important players in pharmaceutical sales. They write the prescri... more Physicians are perhaps the most important players in pharmaceutical sales. They write the prescriptions that determine which drugs will be used by the patient. Influencing the physician is key to pharmaceutical sales.This paper explores Indian pharmaceutical marketing system, physicians expectations from pharmaceutical company and the major factors that influence a physician for prescribing a product of a particular company. A Survey of 100 physicians from 10 districts of Haryana was done to meet out the objectives. A close ended questionnaire was prepared and got it filled from the chosen physicians. Good quality, widely available product at reasonable price is foremost expectation of physician from pharmaceutical company. A regular visit by good personality medical representative is best tool of promotion for a pharmaceutical company. Literatures, journals and sponsorship for conferences are preferable promotion tools in comparison to organization of free camps, personal gifts, me...
With increasing globalization and international trade, a number of international brands are enter... more With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today’s time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg’s, McDonald’s, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services according to the needs of Indian consumers and became successful. Thi...
This study was conducted to develop a simple framework for finding out the impact of the differen... more This study was conducted to develop a simple framework for finding out the impact of the different kinds of promotional tools offered by pharmaceutical industry on the prescribing behaviour of doctors. Moreover the study also focused on whether the perception of physicians towards various promotional tools is different with respect to demographic variables. Well-structured schedule was developed for conducting the study. Judgmental sampling method was followed. Survey was conducted and data was analyzed on the basis of responses provided by 523 respondents. Researcher has applied factor analysis for data reduction and ANOVA & F-test for hypothesis testing. Findings of the study can help the marketing managers of pharmaceutical companies in designing their promotional strategies especially for doctors.
Pharmaceutical marketing is a specialized field where medical representatives form backbone of en... more Pharmaceutical marketing is a specialized field where medical representatives form backbone of entire marketing effort. Pharmaceutical company also appoints medical representatives and assigns them defined territories. Medical representatives meet doctors, chemists and stockists as per company norms. Medical representative try to influence prescription pattern of doctors in favour of their brands. Pharmaceutical distribution channel is indirect with usually three channel members i.e. depot, stockist and chemist. Pharmaceutical company appoints one company depot or C&F agent usually in each state and authorized stockists in each district across the country. Company depot sends stocks to authorized stockists as per the requirement. Retail chemists buy medicines on daily or weekly basis from authorized stockists as per demand. Patients visit chemists for buying medicines either prescribed by a doctor or advertised in media. This research explores Indian pharmaceutical marketing system ...
During the second half of 2015, Nestle India had to withdraw Maggi noodles from the Indian market... more During the second half of 2015, Nestle India had to withdraw Maggi noodles from the Indian market as the Indian food regulator (FSSAI) banned it, considering it unsafe for consumption. The company refuted the claims of the food regulator and communicated it to the stakeholders through media. Nestle India approached Bombay High Court and got relief from the ban. During November 2015, Nestle India re-launched Maggi noodles in India. Now, the big question is that whether Nestle India timely responded to the crisis? Has Maggi been able to rebuild trust among consumers?
Subject area The case has been designed specifically for a Brand Management course. However, it c... more Subject area The case has been designed specifically for a Brand Management course. However, it can be used for a basic course in marketing management. Study level/applicability The case has been developed for the students of MBA or Executive MBA. The case needs to be taught after the students have understood the concepts of the marketing mix, segmentation, targeting and the basics of marketing strategy to ensure effective learning. Case overview The case discusses the entrepreneurial journey of Parminder Sandhu. Sandhu initiated an entrepreneurial venture by launching a brand of perfume in India. Parminder, with his business partner Arun, got the idea of using the brand name “Next” from Next Plc store while travelling around in the UK. Subsequently, “Next Care” successfully launched two product lines “Next” and “English Leather” and offered 51 SKUs. “Next Care” became the third highest selling perfume brand firm in India. “Next Care” suffered a setback when one of their factories w...
This research study has been conducted to determine the set of promotional tools offered by pharm... more This research study has been conducted to determine the set of promotional tools offered by pharmaceutical industry considered more influencing by Physicians while prescribing drugs. Well-structured schedule was developed for conducting the study. Schedule containing a list of 16 promotional tools used by most of the pharmaceutical companies was undertaken for the study. Judgmental sampling method was followed. Survey was
With increasing globalization and international trade, a number of international brands are enter... more With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today's time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg's, McDonald's, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services according to the needs of Indian consumers and became successful. This research is an attempt to investigate why some international brands, that are successful globally, fail to attract significant market share in India.
This study was conducted to develop a simple framework for finding out the impact of the differen... more This study was conducted to develop a simple framework for finding out the impact of the different kinds of promotional tools offered by pharmaceutical industry on the prescribing behaviour of doctors. Moreover the study also focused on whether the perception of physicians towards various promotional tools is different with respect to demographic variables. Well-structured schedule was developed for conducting the study. Judgmental sampling method was followed. Survey was conducted and data was analyzed on the basis of responses provided by 523 respondents. Researcher has applied factor analysis for data reduction and ANOVA & F-test for hypothesis testing. Findings of the study can help the marketing managers of pharmaceutical companies in designing their promotional strategies especially for doctors.
The paper highlights need of experiential learning for university students in the courses on Sale... more The paper highlights need of experiential learning for university students in the courses on Sales and/ or Marketing Management. The students worked on a real time project in order to “ Knowby-Doing ” and they were required to sell chosen products in order to learn the personal selling skills. Though, this approach had been a real challenge for students but without this, they may not learn real essence of this course in regular lecture-based classes. The insights gained by students have been stupendous for their understanding of sales management, per se, sales pitching, follow-up, negotiating, product knowledge and closing sales. Meanwhile, the instructor has regularly provided valuable inputs to the students in form of lectures, role plays and case studies, which helped students to perform better in their activities.
Physicians are perhaps the most important players in pharmaceutical sales. They write the prescri... more Physicians are perhaps the most important players in pharmaceutical sales. They write the prescriptions that determine which drugs will be used by the patient. Influencing the physician is key to pharmaceutical sales.This paper explores Indian pharmaceutical marketing system, physicians expectations from pharmaceutical company and the major factors that influence a physician for prescribing a product of a particular company. A Survey of 100 physicians from 10 districts of Haryana was done to meet out the objectives. A close ended questionnaire was prepared and got it filled from the chosen physicians. Good quality, widely available product at reasonable price is foremost expectation of physician from pharmaceutical company. A regular visit by good personality medical representative is best tool of promotion for a pharmaceutical company. Literatures, journals and sponsorship for conferences are preferable promotion tools in comparison to organization of free camps, personal gifts, me...
With increasing globalization and international trade, a number of international brands are enter... more With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today’s time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg’s, McDonald’s, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services according to the needs of Indian consumers and became successful. Thi...
This study was conducted to develop a simple framework for finding out the impact of the differen... more This study was conducted to develop a simple framework for finding out the impact of the different kinds of promotional tools offered by pharmaceutical industry on the prescribing behaviour of doctors. Moreover the study also focused on whether the perception of physicians towards various promotional tools is different with respect to demographic variables. Well-structured schedule was developed for conducting the study. Judgmental sampling method was followed. Survey was conducted and data was analyzed on the basis of responses provided by 523 respondents. Researcher has applied factor analysis for data reduction and ANOVA & F-test for hypothesis testing. Findings of the study can help the marketing managers of pharmaceutical companies in designing their promotional strategies especially for doctors.
Pharmaceutical marketing is a specialized field where medical representatives form backbone of en... more Pharmaceutical marketing is a specialized field where medical representatives form backbone of entire marketing effort. Pharmaceutical company also appoints medical representatives and assigns them defined territories. Medical representatives meet doctors, chemists and stockists as per company norms. Medical representative try to influence prescription pattern of doctors in favour of their brands. Pharmaceutical distribution channel is indirect with usually three channel members i.e. depot, stockist and chemist. Pharmaceutical company appoints one company depot or C&F agent usually in each state and authorized stockists in each district across the country. Company depot sends stocks to authorized stockists as per the requirement. Retail chemists buy medicines on daily or weekly basis from authorized stockists as per demand. Patients visit chemists for buying medicines either prescribed by a doctor or advertised in media. This research explores Indian pharmaceutical marketing system ...
During the second half of 2015, Nestle India had to withdraw Maggi noodles from the Indian market... more During the second half of 2015, Nestle India had to withdraw Maggi noodles from the Indian market as the Indian food regulator (FSSAI) banned it, considering it unsafe for consumption. The company refuted the claims of the food regulator and communicated it to the stakeholders through media. Nestle India approached Bombay High Court and got relief from the ban. During November 2015, Nestle India re-launched Maggi noodles in India. Now, the big question is that whether Nestle India timely responded to the crisis? Has Maggi been able to rebuild trust among consumers?
Subject area The case has been designed specifically for a Brand Management course. However, it c... more Subject area The case has been designed specifically for a Brand Management course. However, it can be used for a basic course in marketing management. Study level/applicability The case has been developed for the students of MBA or Executive MBA. The case needs to be taught after the students have understood the concepts of the marketing mix, segmentation, targeting and the basics of marketing strategy to ensure effective learning. Case overview The case discusses the entrepreneurial journey of Parminder Sandhu. Sandhu initiated an entrepreneurial venture by launching a brand of perfume in India. Parminder, with his business partner Arun, got the idea of using the brand name “Next” from Next Plc store while travelling around in the UK. Subsequently, “Next Care” successfully launched two product lines “Next” and “English Leather” and offered 51 SKUs. “Next Care” became the third highest selling perfume brand firm in India. “Next Care” suffered a setback when one of their factories w...
This research study has been conducted to determine the set of promotional tools offered by pharm... more This research study has been conducted to determine the set of promotional tools offered by pharmaceutical industry considered more influencing by Physicians while prescribing drugs. Well-structured schedule was developed for conducting the study. Schedule containing a list of 16 promotional tools used by most of the pharmaceutical companies was undertaken for the study. Judgmental sampling method was followed. Survey was
With increasing globalization and international trade, a number of international brands are enter... more With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today's time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg's, McDonald's, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services according to the needs of Indian consumers and became successful. This research is an attempt to investigate why some international brands, that are successful globally, fail to attract significant market share in India.
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