ASSIGNMENT:-2nd

ESSENTIALS OF MARKETING (MKT210)

BBA

SECTION: - (Q1909)

GAURAV RUNGTA

REGISTRATION NO:-11918675

ROLL NO:-B 64

PHARMEUTICAL INDUSTRY :-GLAXO SMITHKLINE

 CONTENTS
1. Introduction of Glaxo SmithKline
2. Marketing Mix Definition
3. 4P’s of Marketing Mix
4. Marketing mix of Glaxo SmithKline
5. Product of marketing mix of Glaxo SmithKline
6. Place of marketing mix of Glaxo SmithKline
7. Price of marketing mix of Glaxo SmithKline
8. Promotion of marketing mix of Glaxo Smith Kline
9. Conclusion
 INTRODUCTION OF GLAXO SMITH KLINE

❖ GlaxoSmithKline plc. (GSK) is a British multinational pharmaceutical company

headquartered in Brentford, England. Established in 2000, by a merger of Glaxo Wellcome
and SmithKline Beecham, GSK was the world's sixth largest pharmaceutical company
according to Forbes as of 2019, after Pfizer, Novartis, Roche, Sanofi, and Merck & Co. GSK
is the tenth largest pharmaceutical company and on the 2019 Fortune 500, ranked behind
other pharmaceutical companies including China Resources, Johnson & Johnson, Roche,
Sinopharm, Pfizer, Novartis, Bayer, Merck, and Sanofi.
❖ The company has a primary listing on the London Stock Exchange and is a constituent of the
FTSE 100 Index. As of August 2016, it had a market capitalization of £81 billion (about
US$107 billion), the fourth largest on the London Stock Exchange. It has a secondary listing
on the New York Stock Exchange.
❖ The company developed the first malaria vaccine, RTS, S, which it said in 2014, it would
make available for five percent above cost.Legacy products developed at GSK include
several listed in the World Health Organization's List of Essential Medicines, such as
amoxicillin, mercaptopurine, pyrimethamine, and zidovudine.
❖ GlaxoSmithKline is a public company of British origins. It is associated with biotechnology
and pharmaceutical industry and deals with healthcare products. The company was
established after a merger between two giants SmithKline Beecham and Glaxo Wellcome in
the year 2000. Currently, it ranks at first position in the United Kingdom and as one of the
tops in the global market in terms of largest pharmaceutical corporations.
❖ SIR JONATHAN SYMONDS is the Chairman
❖ EMMA WALMSLEY is our Chief Executive Officer (CEO).
 WHAT IS MARKETING MIX?
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like Packaging, Positioning, People and even Politics as vital mix elements.

WHAT ARE THE 4P’S OF MARKETING?

✓ Price: refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect factors.
There can be several types of pricing strategies, each tied in with an overall business plan. Pricing can
also be used a demarcation, to differentiate and enhance the image of a product.
✓ Product: refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't do any
good.
✓ Place: refers to the point of sale. In every industry, catching the eye of the consumer and making it
easy for her to buy it is the main aim of a good distribution or 'place' strategy. Retailers pay a
premium for the right location. In fact, the mantra of a successful retail business is 'location, location,
location'.
✓ Promotion: this refers to all the activities undertaken to make the product or service known to the
user and trade. This can include advertising, word of mouth, press reports, incentives, commissions
and awards to the trade. It can also include consumer schemes, direct marketing, contests and prizes.
 MARKETING MIX OF GSK
✓ Marketing Mix of GSK Consumer Healthcare analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the GSK Consumer Healthcare marketing
strategy. As of 2020, there are several marketing strategies like product/service innovation,
marketing investment, customer experience etc. which have helped the brand grow.
✓ Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies. Here I have elaborated the
product, pricing, advertising & distribution strategies used by GSK Consumer Healthcare.

Product in the Marketing Mix Of GlaxoSmithKline:

✓ GlaxoSmithKline is a research-based multinational company. Its healthcare and
pharmaceutical sections are committed to providing a better life by offering best possible
options. The company is involved in manufacturing, research and development of
medications and dosage-form formulation. It has a diversified product range that includes-

PHARMACEUTICALS
• GlaxoSmithKline is involved in manufacturing products that would be helpful for diseases like
mental health, diabetes, infections, cancer and asthma.
• In the year 2013, its best-selling items were Avodart, Advair, Augmentin, Flovent, Lamictal and
Lovaza. Several medications have been developed at its facilities and are sold as generics.
• For bacterial infections it includes mupirocin and amoxicillin, for HIV infection zidovudine, for
herpes virus infection there is valacyclovir and for parasite infections it has albendazole.
• Medicines are also available for diseases like malaria, gout, leukaemia, gastroesophageal reflux
disorder, depressive disorder, epilepsy and migraine.
 Consumer Healthcare
• It includes oral-healthcare items like Aquafresh, Sensodyne and Maclean’s toothpaste,
nutritional drinks like Boost and Horlicks.
• For treatment of cold sores, it has Abreva, nasal strips and nicotine replacements like
Nicorette.
• The healthcare foods and healthcare supplements, digestive health supplements, pain
relievers, respiratory care products and oral care products.
• The healthcare foods by GSK Consumer Healthcare is further divided into healthcare drinks
under which we have the wide portfolio of Horlicks, Boost, Maltova, Viva, ActiBase,
ActiGrow and other food products such as oats, biscuits, noodles which are sold under the
brand Horlicks and Boost.
• The GSK Consumer Healthcare health supplement segment has are calcium supplements for
children and women and is sold under the brand name Ostocalcium.
• Under the digestive health segment Eno, an antacid is there.
• In the pain relievers segment various OTC medicines are available under the brand Crocin.
• The respiratory care products there are nasal decongestants sold under the brand Otrivin and
medicines for relief from cold & flu diseases.
• The oral care section has toothbrushes and toothpastes specifically for sensitive teeth and
sold under the brand Sensodyne.
• The global product portfolio of GSK Consumer Healthcare is on the similar line and is
divided into pain relief, respiratory care, oral health care, nutrition/gastro intestinal products
and skin health care products.
 PLACE IN THE MARKETING MIX OF
GLAXOSMITHKLINE
❖ GlaxoSmithKline has a global presence in nearly one hundred and fifteen countries and is
served with an efficient workforce of nearly ninety-nine thousand employees.
❖ Its headquarters base is at Isle worth in the United Kingdom.
❖ One of its largest markets is the United States and there its headquarter barely is in
Philadelphia and North Carolina and it has a division for consumer products in Pennsylvania.
❖ GlaxoSmithKline depends heavily on its Research and Development facilities and is one of
the largest investor in the world for R&D.
❖ It is also the biggest funder of R&D in private sector of United Kingdom. It has R&D sites
in United States, United Kingdom, India, France, Croatia, China and Canada.
❖ The company has facilities for biopharmaceutical products in Hungary, Germany, Canada,
Belgium and the United States.
❖ For prescription products, its manufacturing sites are located in United States, Ireland, United
Kingdom, Singapore, Romania, Poland, Malaysia, Italy, France and Australia.
❖ For consumer products, it has manufacturing facilities in Kenya, Brazil, Canada, United
States, Ireland and the United Kingdom.
❖ GlaxoSmithKline has a strong distribution facility and its consumer products are easily
available in supermarkets, hypermarkets and its over-the-counter medications are available at
prescription stores and medical facilities.
❖ The products are also available online with the advent of e-commerce.
 PRICE IN THE MARKETING MIX OF
GLAXOSMITHKLINE
❖ By the end of the year 2015, revenues of GlaxoSmithKline were estimated at 27206.91 million dollars
and its total profits were supposed to be at an estimated 9521.22 million dollars.
❖ Market Capitalization was 99600 million dollars.
❖ The primary mission of the company is to make a difference in the global market through its products
portfolio.
❖ It wants its products to reach as many people as possible and hence it has adopted a very reasonable
pricing policy so that they remain affordable to all its users. It has kept its profit margin minimum to
provide maximum benefits through rational prices.
❖ GSK Consumer Healthcare follows a competitive pricing model in its marketing mix as there are
many competing brands in the segments of healthcare food products and supplements.
❖ The prices also differ with flavor of the drinks available and also on the packaging. The other variants
have lesser competition and are priced with some premium added to it.
❖ The digestive health care and respiratory care products & substitutes and hence market drives the
prices.
❖ The other GSK Consumer Healthcare products are medicine and cannot be priced very highly as
because of government regulations and keeping the competitions in mind.
 PROMOTIONS IN THE MARKETING MIX OF
GLAXOSMITHKLINE
❖ GlaxoSmithKline recognises the value of a good marketing policy and as such has adopted several
strategies to market its consumer and oral healthcare products. It has taken help of

❖ ELECTRONIC MEDIA :-and its commercials for nutritional healthcare products like Boost
and Horlicks are shown in most channels of television and are also aired on radio.
❖ PRINT MEDIA is a strong tool for advertising and hence ads are printed in magazines,
newspapers and are also displayed on billboards.
❖ GlaxoSmithKline has roped in several celebrities like Kapil Dev, Virendra Sehwag and Sachin
Tendulkar for acting in commercials and endorsing its products.
❖ GSK Consumer Healthcare does promotion of its products specifically through the TV commercials
which acts as a way of brand recall since the brands have been there for a very long time.
❖ The promotions in its marketing mix have been showing that the brand is persistent in delivering
quality.
❖ Since many products are in kids categories there are many freebies attached to the packages which
helps in driving sales many a times.
❖ GSK Consumer Healthcare also uses its website to create awareness about its new products. It also
takes help of experts while marketing many products and drives the customer faith.
❖ It also occasionally provides discounts in many products as well as sales discounts to the retailers.
❖ GSK Consumer Healthcare has been associated with many social responsibility activities which
support various forums in providing education, healthcare, supporting the societies nearby its
manufacturing units by providing lighting facilities, water facilities, disaster support and other
voluntary activities by its employees.
 CONCLUSION
❖ Marketing planning is very essential for the organisations.
❖ GSK is the company that has the great brand image with strong marketing
strategies.
❖ In order to launch a new product like vaccine like malaria vaccine company
needs to generate a full marketing plan as it help the company to match the
objectives with the actual performance.
❖ Before framing a marketing plan, it is necessary for the company to study all
the external as well as the internal factors that may have their impact on the
same. some of the ethical issues need to be considered at the time of making
the marketing plan. GSK responds to these issues in positive manner. The
company considers and follows the strict code of conduct in its practices of
marketing.