RESEARCH PROJECT

TOPIC- MARKETING AND STRATEGY OF PHARMACEUTICAL INDUSTRY

(A CASE STUDY OF MANKIND COMPANY)

A SURVEY PROJECT REPORT SUBMITTED TO MG KASHI VIDYAPITH, FULFILLMENT FOR THE AWARD OF BACHLOUR OF
COMMERCE DEGREE IN 6TH SEMESTER

SESSION-2023-2024

SUPERVISED BY: SUBMITTED BY:

DR. DILIP GOND MR. UJJWAL MISHRA

ASSISTANT PROFESSOR B.COM 6 YEAR

DEPARTMENT OF COMMERCE DEPARTMENT OF COMMERCE

ICST, SHEPA ENROLLMENT No.- KA2K22/117840101

ROLL NO.- 11722840101

Institute of Computer & Technology (ICST)

SHEPA, Varanasi

Address: SHEPA Campus, Nibia, Bachchaon, Varanasi-221011. www.shepa.Org.In

 CERTIFICATE
This is certify that “Marketing and Strategy of Pharmaceutical Industry (A
Case Study of Mankind Company)“ submitted by UJJWAL MISHRA has been
prepared under the guidance and supervision of DR. DILIP GOND .This project
is a bonafide work done by UJJWAL MISHRA and submitted to institute of
computer science & Technology , SHEPA Varanasi , affiliated collage to
MAHATMA GANDHI KASHI VIDYAPITH Varanasi, in partial fulfillment for the
award of B.COM degree .

Supervisor Head of Department

Dr. Dilip gond Dr. Madhu Bhartia

Assistant Professor Department of commerce

ICST, SHEPA

Principal

Dr. Anupam Shukla

 DECLARATION
I the undersigned MR. UJJWAL MISHRA hereby declare that the work
embodied in the project work titled “Marketing and Strategy of
Pharmaceutical Industry (A Case Study of Mankind Company)” forms my
own contribution to the research work carried out under the guidance of DR.
DILIP GOND is a result of my own result of my own research work and has
not been previously submitted to any other university for any other university
for any other Degree / Diploma to this or any other university. Wherever
reference has been made to previous works of other, it has been clearly
indicated as such and included in a bibliography. I, here by further declare
that all information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.

Certified by: ujjwal mishra

Dr. Dilip gond

Assistant professor
Department of Commerce
ICST, SHEPA
 ACKNOWLEDGEMENT
I would like to acknowledge the following as being idealistic channel
and fresh dimensions in the completion of this project. I take this
opportunity to thank the ICST, SHEPA Varanasi for giving me chance
to do this project. I would like to thank our principle, DR. ANUPAM
SHUKLA for providing the necessary facilities required for
completion of this project. I take this opportunity to thank our head
DR. MADHU BHARTIA, for her moral support and guidance. I would
also like to express my sincere gratitude towards my project guide
DR. DILIP GOND whose guidance and care made the project made
the project successful. I would like to thank my institute’s library for
having provided various reference book magazines related my
project. Lastly, I would like to thank each every person who directly
or indirectly helped me in the completion of the project especially
My parents and peers who supported me throughout my project.
 TABLE OF CONTENTS

 CHAPTER 1- INTRODUCTION
 BACKGROUND OF THE PHARMACEUTICAL INDUSTRY
 IMPORTANT OF MARKETING IN THE PHARMACEUTICAL INDUSTRY
 PROJECT OVERVIEW AND GOALS

 CHAPTER 2- INDUSTRY ANALYSIS

 GLOBAL PHARMACEUTICAL MARKET
 MARKET SIZE AND GROWTH TRENDS
 MARKET SEGMENT (PRESCRIPTION DRUGS, OTC, GENERICS,
BIOLOGIES)
 REGULATORY ENVIRONMENT:
 MAJOR REGULATORY BODIES (FDA, EMA)
 REGULATORY CHALLENGES AND COMPLIANCE ISSUES

 CHAPTER 3- MARKETING STRATEGY

 BRANDING AND POSITIONING
 MARKETING MIX (4Ps)
 DIGITAL MARKETING STRATEGTY

 CHAPTER 4- A CASE STUDY OF MANKIND COMPANY

 BACKGROUND OF THE MANKIND PHARMACEUTICAL COMPANY.
 OVERVIEW OF THE SPECIFIC MARKETING STRATEGY
 OBJECTIVE AND GOALS OF THE MANKIND MARKETING STRATEGY
 MANKIND MARKET CAMPAIGNS AND INITIATIVE
 RESULTS AND OUTCOMES
 CHAPTER 5- FINANCIAL PLAN
 BUDGET AND FUNDING
 FINANCIAL PROJECTION
 CHAPTER 6- RISK MANAGEMENT
 IDENTIFYING RISKS
 MITIGATION STRATEGIES

 CHAPTER 7- CONCLSION AND RECOMMENDATION

 RECOMMENDATION
 APPENDICES
 REFERENCE

 QUESTIONNAIRE:


 CH-1 INTRODUCTION
The pharmaceutical industry stands as a cornerstone of modern healthcare, playing a
pivotal role in the research, development, manufacturing, and distribution of medications
aimed at treating and preventing various diseases and improving patient well-being. With a
rich historical foundation dating back centuries, the industry has evolved into a
multifaceted ecosystem comprising a diverse array of stakeholders, from global
pharmaceutical giants to innovative biotechnology startups.

Background of the pharmaceutical Industry: The roots of the

pharmaceutical industry can be traced back to ancient civilizations, where healers and
herbalists utilized natural remedies and medicinal plants to alleviate ailments and
promote health. Over time, advancements in chemistry, pharmacology, and medicine
laid the groundwork for the emergence of modern pharmaceutical practices. The 19th
century witnessed significant milestones, including the synthesis of key drugs such as
aspirin and the establishment of Pharmaceutical companies dedicated to drug
production.

Step -By-Step-Detail

1. Early History and Foundation

 Ancient and Traditional Medicine:

 Early use of medical plant and natural substance by

ancient civilization (e.g., Egyptians, Greeks, Chinese,
Indians).
 Development of herbal medicine and traditional
healing practices.

 Middle Ages and Renaissance

 Establishment of apothecaries and the practices of
alchemy.
 Advancement in chemistry and medicine during the
Renaissance period.
2. The birth of modern pharmaceuticals

 19th Century Development:

 Emergence of pharmacology as a scientific discipline.
 Isolation and synthesis of active compounds (e.g.,
morphine from opium, quinine, from cinchona bark).
 Industrial Revolution:
 Advance in chemical engineering and mass production
techniques.
 Formation of the first pharmaceutical companies (e.g., Merck,
Bayer).

3. The 20th Century: Rapid Growth and Innovation

 Early 20th century:

 Development of antibiotics (e.g., penicillin by
Alexander Fleming).
 Introduction of synthetic drugs and the
expansion of pharmaceutical chemistry.
 Mid 20th century
 Major breakthroughs in medical research and
drug discovery.
 Discovery of vaccines (e.g., polio vaccine by
Jonas Salk).
 Growth of pharmaceutical giants (e.g., Pfizer,
Glaxo Smith Kline).
 Late 20th century
 Advancement in biotechnology and genetic
engineering.
 Introduction of recombinant DNA technology
leading to biotech drugs.
 Regulation and oversight by agencies like the
FDA (Food and Drug Administration) and EMA
(European Medicines Agency).
Importance of Marketing in the Pharmaceutical Industry:
Marketing plays a crucial role in the pharmaceutical industry for several reasons. Here's
a detailed explanation of why it's so important:

1. Educating Healthcare Professionals:

Product Knowledge:
 Doctors, pharmacists, and other healthcare professionals need
detailed information about new drugs, including their benefits,
side effects, and proper usage.

 Pharmaceutical marketing ensures that these professionals are

well-informed through detailed product literature, medical
journals, and direct communication.

Training and Support:

 Marketing teams often organize training sessions, seminars, and
webinars to educate healthcare providers about the latest
advancements and how to integrate new treatments into their
practice.

2. Creating Awareness Campaigns:

Disease Awareness Campaigns:

 Many patients are unaware of the conditions they suffer from or
the available treatments. Marketing campaigns can raise
awareness about specific diseases and the importance of seeking
medical help.

Direct-to-Consumer(DTC) Advertising:
 DTC advertising helps inform patients about new medications.
This can empower patients to have more informed discussions
with their healthcare.
 3. Building Brand Trust and Loyalty

Brand Positioning:
 Effective marketing helps establish a pharmaceutical company’s
brand in the market. It differentiates their products from those of
competitors through consistent messaging and quality assurance.

Reputation Management:
 Marketing efforts contribute to building a strong, positive
reputation, which is essential in the healthcare industry where
trust is a critical factor.

4. Driving Sales and Market Share:

Sales Force Effectiveness:

 Marketing strategies include training and equipping sales
representatives with the necessary tools to effectively
communicate the benefits of their products to healthcare
providers.

Market Penetration:
 Through targeted marketing efforts, pharmaceutical companies
can increase their market share by reaching new customer
segment and expanding their presence in various regions.

5. Supporting Research and Development (R&D):

Market Feedback:
 Marketing teams collect valuable feedback from healthcare
professionals and patients. This information can guide R&D efforts,
helping to develop products that better meet market needs.
Launching New Products:
 Successful marketing is crucial when launching new drugs. It
ensures that the market is prepared for the new product and that
there is sufficient demand and awareness from the outset.

6. Navigating Regulatory Challenges :

Compliance:
 Pharmaceutical marketing must adhere to strict regulations to
ensure ethical promotion of drugs. Effective marketing strategies
include compliance with these regulations, thereby avoiding legal
issues.

Educating About Regulations:

 Marketing also plays a role in educating stakeholders about
regulatory changes and how they impact the availability and use of
pharmaceutical products.

7. Enhancing Access to Medicines:

Partnerships and Collaborations:

 Marketing strategies often include forming partnerships with
governments, non-profits, and other organizations to enhance
access to medicines in underserved markets.

Patient Assistance Programs:

 Marketing departments develop and promote patient assistance
programs that help make medications more affordable for those in
need.

8. Digital Transformation and Innovation:

Digital Marketing:
  The rise of digital marketing has transformed how pharmaceutical
companies engage with both healthcare professionals and patients.
Online platforms, social media, and digital campaigns are now
integral to marketing strategies.

Data-Driven Decisions:
 Digital tools and analytics enable pharmaceutical companies to
make data-driven marketing decisions, enhancing the efficiency
and effectiveness of their campaigns.

Conclusion
Marketing in the pharmaceutical industry is not just about promoting products;
it's about educating and informing stakeholders, building trust, supporting R&D,
ensuring compliance, and ultimately improving patient outcomes. Effective
marketing strategies help pharmaceutical companies navigate the complex
healthcare landscape, meet regulatory requirements, and achieve their business
objectives while contributing to public health.

Project overview and Goals:

Project overview: The pharmaceutical industry is characterized by its
critical role in healthcare, focusing on the development, production, and
distribution of medications that improve health outcomes and save lives.
This project is designed to analyze and develop effective marketing
strategies within the pharmaceutical sector, with a comprehensive
approach that includes industry analysis, market segmentation,
competitive landscape, and a detailed case study.,

1. Industry Background and Evolution:

  Detailed exploration of the historical development and significant
milestones in the pharmaceutical industry.
 Current trends, technological advancements, and future prospects.
2. Importance of Marketing in Pharmaceuticals:
 Examination of the crucial role of marketing in educating healthcare
professionals and patients.
 Building brand trust and loyalty.
 Strategies for driving sales, increasing market share, and achieving
competitive advantages.

3. Market Analysis:
 In-depth analysis of the global pharmaceutical market, including
market size, growth trends, and key segments.
 Detailed examination of target market demographics, consumer
behavior, and needs.
 Comprehensive overview of the competitive landscape and profiles of
key industry players.

4. Marketing Strategy Development:

 Formulation of a robust marketing strategy covering product
innovation, pricing, distribution channels, and promotional activities.
 Incorporation of digital marketing techniques and innovative
approaches to enhance reach and engagement.

5. Implementation and Financial Planning:

 Step-by-step plan for executing the marketing strategy, including
timelines, milestones, and key performance indicators (KPIs).
 Detailed financial projections, including budget, cost analysis, and
expected return on investment (ROI).

6. Risk Management and Compliance:

 Identification of potential risks and development of mitigation
strategies.
 Ensuring compliance with regulatory and ethical standards.

7. Conclusion and Strategic Recommendations:

 Summary of key findings from the project.
 Actionable recommendations for enhancing marketing strategies in the
pharmaceutical industry.
8. Importance of Marketing in Pharmaceuticals:
 Examination of the crucial role of marketing in educating healthcare
professionals and patients.
 Building brand trust and loyalty.
 Strategies for driving sales, increasing market share, and achieving
competitive advantages.

9. Market Analysis:
 In-depth analysis of the global pharmaceutical market, including
market size, growth trends, and key segments.
 Detailed examination of target market demographics, consumer
behavior, and needs.
 Comprehensive overview of the competitive landscape and profiles of
key industry players.

10. Marketing Strategy Development:

 Formulation of a robust marketing strategy covering product
innovation, pricing, distribution channels, and promotional activities.
 Incorporation of digital marketing techniques and innovative
approaches to enhance reach and engagement.

11. Implementation and Financial Planning:

 Step-by-step plan for executing the marketing strategy, including
timelines, milestones, and key performance indicators (KPIs).
 Detailed financial projections, including budget, cost analysis, and
expected return on investment (ROI).

12. Risk Management and Compliance:

 Identification of potential risks and development of mitigation
strategies.
 Ensuring compliance with regulatory and ethical standards.

13. Conclusion and Strategic Recommendations:

 Summary of key findings from the project.
 Actionable recommendations for enhancing marketing strategies in the
pharmaceutical industry.
Project goals: The primary goals of this project are:

1. Comprehensive Industry Analysis:

 To provide a thorough understanding of the historical context, current state,
and future outlook of the pharmaceutical industry.
 To identify emerging trends, challenges, and opportunities within the
industry.

2. Highlight the Role of Marketing:

 To demonstrate the critical importance of marketing in the pharmaceutical
sector.
 To show how effective marketing strategies can influence product success,
market share, and overall business performance.

3. Highlight the Role of Marketing:

 To demonstrate the critical importance of marketing in the pharmaceutical
sector.
 To show how effective marketing strategies can influence product success,
market share, and overall business performance.

4. Conduct Detailed Market Analysis:

 To offer a comprehensive analysis of the global pharmaceutical market,
including size, growth, and segmentation.
 To understand target market demographics, consumer behavior, and needs.
 To analyze the competitive landscape and key players.

5. Develop an Effective Marketing Strategy:

 To formulate a robust marketing strategy encompassing product, price,
place, and promotion.
 To incorporate digital marketing techniques and innovative approaches to
reach and engage target audiences.
 CH-2 INDUSTRY ANALYSIS

Global Pharmaceutical Market:

The global pharmaceutical market is a key sector within the healthcare
industry, encompassing the research, development, manufacturing, and
distribution of drugs and therapies. The market is vital for addressing
health issues, enhancing quality of life, and extending life expectancy. It is
characterized by high investment in research and development (R&D),
stringent regulatory environments, and significant competition among
major and emerging companies.

1. Market Size and Growth:

 Market Value:
 As of 2023, the global pharmaceutical market is
valued at approximately $1.5 trillion.

 The market is expected to grow at a compound

annual growth rate (CAGR) of around 5-6% over
the next few years, reaching an estimated $1.8
trillion by 2028.

 Growth Drivers:
 Increasing prevalence of chronic diseases such as
diabetes, cancer, and cardiovascular diseases.
 Aging population leading to higher demand for
healthcare services and medications.
 Technological advancements in drug discovery
and development.
 Rising healthcare expenditure and improved
access to healthcare services globally.
  Expansion into emerging markets with growing
middle-class population.

2. Market segmentation:

 By product types:
Prescription Drugs
 Account for the largest share of the pharmaceutical
market.
 Includes innovative drugs that are protected by
patents.

Over-the-Counter (OTC) Drugs:

 Includes medications available without a
prescription, such as pain relievers, cold and flu
medicines, and dietary supplements.
Generics:
 Off-patent drugs that are bioequivalent to branded
drugs.
 Offer cost-effective treatment options, contributing to
market penetration.

Biologics and Biosimilars:

 Biologics: Drugs derived from living organisms used
to treat complex conditions.
 Biosimilars: Similar to already approved biologics,
providing lower-cost alternatives
Regulatory Environment:
The pharmaceutical industry operates within a highly regulated
environment to ensure the safety, efficacy, and quality of medications.
Regulatory bodies around the world set stringent standards for drug
development, manufacturing, marketing, and post-market surveillance.

Major Regulatory Bodies:

 FDA (Food and Drug Administration) - United States
 Responsible for protecting public health by ensuring
the safety, efficacy, and security of drugs, biological
products, and medical devices.
 Oversees clinical trials, approves new drugs, monitors
post-market drug safety, and enforces manufacturing
standards.

 EMA (European Medicines Agency) - European Union

 Facilitates the development and access to medicines.
 Evaluates applications for marketing authorization.
 Monitors the safety of medicines across their lifecycle.

Regulatory challenges and compliance issue:

The pharmaceutical industry faces many regulatory challenges and
compliance issues that ensure drugs are safe and effective. Companies
need to invest in quality systems, stay updated on regulations, and
prepare for inspections to navigate these challenges successfully. This
helps bring new drugs to market efficiently and maintains public trust
and safety.
 Stringent Approval Processes
 Global Regulatory Requirement
 Compliance with Good Practices
  Risk Management Plans(RMPs)
 Data Privacy and Security
 Access and Affordability

 CH-3 MARKETING STRATEGY

Branding and positioning: A well-defined marketing strategy, including

branding and positioning, is crucial for pharmaceutical companies to
differentiate their products and achieve market success. Here’s an outline
of key elements involved:

Branding Strategy:
 Brand Name and Logo:
Develop a memorable and distinctive brand name
and logo that reflect the product's benefits and
therapeutic use.
  Brand Messaging:
Craft clear and consistent messaging that
communicates the product’s unique value
proposition, benefits, and mission.

 Visual and Verbal Identity:

Establish a cohesive visual and verbal identity that is
applied consistently across all marketing materials,
from packaging to advertising.

 Emphasizing Product Differentiation:

 Clinical Superiority:
Highlight unique clinical benefits, such as superior
efficacy, safety profile, or a novel mechanism of
action.
 Patient-Centric Features:
Emphasize features that improve patient
experience, such as ease of use, fewer side effects, or
innovative delivery methods.
 Positioning Strategy
 Target Audience Identification:
Identify and segment the target audience, including
healthcare professionals (HCPs), patients, and
payers.
 Patient Profiles:
Develop detailed patient profiles to understand
specific needs, preferences, and behaviors.

 Marketing mix (4Ps):

 Product:
 Innovative Features: Highlight innovative features
such as new delivery methods, formulations, or
combined therapies.
 Branding: Ensure the brand name, logo, and
packaging align with the positioning strategy and
appeal to the target audience.

 Price:
 Pricing Strategy: Develop a pricing strategy that
reflects the product’s value, competitive landscape,
and market willingness to pay.
 Reimbursement and Access: Work with payers to
ensure favorable reimbursement terms and improve
patient access.

 Place:
  Distribution Channels: Optimize distribution
channels to ensure the product is readily available
to prescribers and patients.
 Geographical Reach: Plan the launch strategy to
maximize market penetration in key regions and
expand globally where feasible.

 Promotion
 Educational Campaigns: Implement educational
campaigns for HCPs and patients to inform them
about the product’s benefits.
 Digital Marketing: Use digital channels to reach a
broader audience and engage them with targeted
content.
 Sales Force Effectiveness: Train the sales force to
effectively communicate the product’s value
proposition and handle objections.
Digital Marketing Strategy:
 Online presence:
 SEO: Continuously optimize the website for relevant
keywords to improve rankings in search engine
results.

 Local SEO: Optimize for local search if the product or

company has a regional focus.

 Social Media Presence

 Regular Posting: Maintain a consistent posting
schedule to keep the audience engaged and
informed.

 Content Variety: Share a mix of content types,

including educational posts, industry news, and
interactive content like polls and quizzes.
 Reputation Management
 Monitoring: Use tools to monitor online mentions of the
brand and product to stay informed about public
perception.
 Response Strategy: Develop a strategy for responding
to both positive and negative feedback to manage the
brand’s reputation.

 Mobile Apps
 Patient Support Apps: Develop mobile apps to
provide patients with treatment information,
reminders, and tracking tools.

 HCP Apps: Create apps for HCPs that offer quick

access to clinical data, prescribing information, and
medical calculators.
 CH-4 CASE STUDY

 Background of the Mankind pharmaceutical company:

 Mankind Pharma is an Indian multinational pharmaceutical

company headquartered in New Delhi, India. Established in 1995
by R.C. Juneja and Sheetal Arora, the company has grown
rapidly to become one of the leading pharmaceutical firms in
India.

 Mankind Pharma has a significant presence in both the domestic

and international markets. It is one of the top five
pharmaceutical companies in India by volume. Internationally,
the company exports its products to over 34 countries, including
key markets in Asia, Africa, and the Americas.

 Mankind Pharma invests heavily in research and development to

innovate and bring new products to market. They focus on
developing generic medicines that are affordable and accessible.
The company has also ventured into biotechnology and
advanced research in new drug delivery systems.
  Mankind Pharma is committed to various CSR activities, including
healthcare initiatives, education, and community development.
Their efforts include providing free healthcare services,
educational scholarships, and infrastructure support to
underprivileged communities.

 In recent years, Mankind Pharma has continued to expand its

product range and enter new therapeutic areas. The company
has also pursued strategic acquisitions and partnerships to
bolster its market position and innovation capabilities.

 Overview of the specific marketing strategy:

 Mankind Pharma has employed a range of innovative and effective

marketing strategies that have significantly contributed to its rapid
growth and strong market presence. Here’s an overview of some of
the key marketing strategies:

1. Affordable Pricing Strategy:

 Objective: Making healthcare accessible to the masses.
 Approach: Mankind Pharma focuses on cost-effective
production methods and streamlined operations to offer
high-quality medicines at lower prices compared to
competitors. This strategy helps them cater to a larger
segment of the population, particularly in price-sensitive
markets.
2. Strong Distribution Network:
 Objective: Ensure widespread availability of products.
 Approach: The company has built an extensive
distribution network that reaches even the most
remote areas. They have a large sales force that
ensures the availability of their products in
pharmacies, clinics, and hospitals across India and
other markets.

3. Focus on Tier II and Tier III Cities:

 Objective: Tap into underpenetrated markets.
 Approach: Mankind Pharma has strategically targeted
smaller cities and rural areas, which are often
neglected by larger pharmaceutical companies. This
has allowed them to capture a significant market
share in these regions.
 4. Brand Building and Promotion:
 Objective: Create strong brand recognition.
 Approach: The company invests in aggressive
marketing campaigns, including television
advertisements, print media, digital marketing, and
outdoor advertising. They also engage in doctor-
promotion activities and medical representative
visits to build brand loyalty among healthcare
professionals.

 Objective and goals of the marketing strategy:

 Mankind Pharma’s marketing strategies are a blend of affordability,
extensive distribution, customer focus, and innovation. By addressing
the specific needs of various market segments and maintaining a strong
brand presence, the company has successfully established itself as a
leading player in the pharmaceutical industry.

 Objective:
 1. Increase Market Share:
Goal: Capture a larger portion of the pharmaceutical market,
particularly in underpenetrated regions and new therapeutic
segments.

Strategy: Expand distribution networks, target Tier II and Tier

III cities, and introduce new products.

2. Enhance Brand Recognition:

Goal: Establish Mankind Pharma as a trusted and recognizable
brand in the healthcare industry.

Strategy: Invest in aggressive marketing campaigns, use

multiple media channels, and engage in doctor-promotion activities.

3. Ensure Product Accessibility:

Goal: Make high-quality medicines accessible to a broader
population at affordable prices.

Strategy: Implement cost-effective production methods,

maintain extensive distribution networks, and focus on price-
sensitive markets.

4. Foster Customer Loyalty:

Goal: Build and maintain strong relationships with healthcare
providers and patients.

Strategy: Provide excellent customer service, gather and act on

customer feedback, and offer comprehensive support.

5. Drive Innovation and R&D:

 Goal: Stay competitive by developing innovative products and
formulations.

Strategy: Invest in research and development, focus on new drug

delivery systems, and keep up with emerging healthcare
challenges.

6. Expand International Presence:

Goal: Grow the company’s footprint in global markets.

Strategy: Form strategic partnerships, pursue acquisitions, and

navigate regulatory requirements in different countries.

 GOALS:

1. Achieve Revenue Growth:

Specific Target: Increase annual revenue by a defined

percentage each year through sales expansion and new
product launches.

2. Broaden Product Portfolio:

Specific Target: Introduce a set number of new products

annually across various therapeutic categories.

3. Expand Distribution Network:

Specific Target: Increase the number of distribution points in

domestic and international markets, focusing on
underserved regions.
 4. Strengthen Digital Presence:

Specific Target: Enhance digital marketing efforts, increase

online engagement, and boost e-commerce sales.

5. Improve Market Penetration:

Specific Target: Achieve higher market penetration rates in

Tier II and Tier III cities.

6. Enhance Customer Satisfaction:

Specific Target: Improve customer satisfaction scores
through better service and support mechanisms.

 Marketing campaigns and initiatives:

 Mankind Pharma has employed several innovative marketing
campaigns and initiatives to boost its brand visibility, engage with
customers, and drive sales. Here are some notable campaigns and
initiatives:

1. "Health OK" Campaign:

Objective: Promote their multivitamin and mineral supplement,

"Health OK," and emphasize the importance of overall well-being.

Approach: The campaign included television commercials, digital

ads, and influencer partnerships to reach a broad audience. The
 messaging focused on the need for daily health supplements to
maintain energy and vitality.

2. . "PregaNews" Campaign:

Objective: Promote PregaNews, their popular pregnancy test kit.

Approach: High-profile advertising campaigns featuring celebrities

like Anushka Sharma to create awareness and trust. The campaign
emphasized the ease of use and reliability of the product. Social
media platforms were used extensively to engage with young
women and expecting mothers.

3. "Manforce" Campaign:

Objective: Market their range of condoms under the "Manforce"

brand and promote safe sex.

Approach: Bold and engaging advertising, including TV commercials

and digital content, often featuring celebrities like Sunny Leone. The
campaigns focused on breaking the stigma around condom usage
and promoting sexual health awareness.
4. Digital Marketing and E-commerce:

Objective: Reach a broader, tech-savvy audience and boost online

sales.

Approach: The company leverages social media platforms, search

engine optimization (SEO), and online advertising to promote their
products. They also partner with e-commerce platforms to make their
products easily accessible to consumers.

5. Doctor Engagement Programs:

Objective: Build strong relationships with healthcare professionals and

drive prescriptions for their products.

Approach: Mankind Pharma employs a large team of medical

representatives who regularly visit doctors to provide product
information, samples, and support. They also organize medical
conferences and continuing education programs for DOCTORS.

6. Product-Specific Campaigns
 Objective: Highlight the benefits of specific products in their portfolio.

Approach: Tailored marketing campaigns for individual products, such

as their antibiotics, gastrointestinal medicines, and dermatological
products. These campaigns use a mix of traditional and digital media to
reach targeted customer segments.

7. Sponsorship and Events:

Objective: Enhance brand visibility through high-profile events.

Approach: Mankind Pharma sponsors various events, including health

expos, marathons, and community events. This helps in associating the
brand with health and wellness activities and reaching potential
customers directly.
Results and outcomes:

 Successes and challenges:

Successes:

1. High Brand Equity: Successful campaigns like PregaNews have built

strong brand equity, leading to a loyal customer base.

2. Strong Market Penetration: Effective distribution strategies have

ensured product availability in remote areas, increasing market
penetration.

3. Innovation in Product Offerings: Continuous investment in R&D has

led to the introduction of innovative products, keeping the company
competitive.

4. CSR Impact: CSR initiatives have enhanced the company’s reputation

and goodwill, positively impacting brand perception.

Challenges:

1. Regulatory Hurdles: Navigating different regulatory environments in

international markets can be complex and time-consuming.

2. Competition: Intense competition from other pharmaceutical

companies requires continuous innovation and aggressive marketing
to maintain market position.
 3. Market Dynamics: Changing market dynamics, such as pricing
pressures and shifts in consumer preferences, pose ongoing
challenges.

4. Supply Chain Issues: Ensuring a robust supply chain, especially during

global disruptions like the COVID-19 pandemic, remains a critical
challenge.

 CH-5 FINANCIAL PLAN

 Budget and Funding:

 Budget plan :
 Revenue Budget:

Objective: Project future revenues from different segments and

geographies.

Components:
 Product Sales: Revenue from existing and new pharmaceutical
products.
 Geographic Segments: Domestic and international sales
projections.
 Service Income: Revenue from additional services (e.g.,
licensing, partnerships).

Projections: Forecast revenues for the next fiscal year, broken down

by quarter and product line.

 Cost of Goods Sold (COGS):

Objective: Estimate the direct costs associated with manufacturing
products.

Components
 Raw Materials: Costs of ingredients and materials.
 Manufacturing: Labor, utilities, and overhead costs at
production facilities.
 Logistics: Shipping and handling costs.

Projections: Calculate COGS as a percentage of projected sales.

 Operating Expenses:

Objective: Budget for expenses required to run the business.

Components:
 R&D Expenses: Costs for ongoing research and development
projects.
 Marketing and Sales: Advertising, promotional activities, and
salesforce expenses.
 Administrative Costs: Salaries, office expenses, and other
administrative costs
 Technology: Investments in IT infrastructure and software.
Projection: Detail monthly and quarterly budgets for each category.

 Expenditures (CapEx):
 Capital Objective:
Plan for long-term investments in infrastructure and
equipment.

Components:
 Facility Upgrades: Expansion or renovation of
manufacturing plants.
 New Equipment: Purchase of machinery and technology
for production.
 IT Investments: Upgrades to software and hardware
systems.

Projections: Schedule of planned CapEx over the next 1-3

years.

 Debt Servicing:

Objective:
Budget for repayments of existing loans and interest
payments.

Components:

 Principal Repayments: Scheduled repayments of loan

principal.

 Interest Payments: Expected interest costs based on

current debt.
 Projections: Outline monthly and annual debt servicing costs.

 Funding plan:
 Internal Funding:

Objective: Utilize company-generated funds for operational and

capital needs.

Components:
 Retained Earnings: Profits reinvested into the business.
 Cash Reserves: Use of existing cash balances for
investments and expenses.

Strategy: Prioritize internal funding to avoid dilution of

ownership and control.

 Equity Financing:

Objective: Raise funds through the issuance of new shares.

Components:
 Public Offering: Issue additional shares in the stock
market.
 Private Placement: Raise funds from private investors or
institutions.

Strategy: Use equity financing for significant expansion

projects or acquisitions, balancing the dilution of ownership
against the strategic benefits.
 Debt Financing:

Objective:
Secure loans or credit to finance operations and growth.

Components:
 Bank Loans: Traditional loans from financial institutions.
 Corporate Bonds: Issuance of bonds to institutional and
retail investors.

Strategy: Maintain a healthy debt-to-equity ratio to ensure

financial stability and leverage lower-cost capital for growth
initiatives.

 Grants and Subsidies:

Objective:
Obtain non-repayable funds from government bodies or other
organizations.

Components:
 R&D Grants: Funds for research and development
projects.
 Export Subsidies: Financial support for international
market expansion.

Strategy: Actively seek and apply for grants and subsidies that
align with strategic goals.

 Strategic Partnerships:

Objective: Form alliances that provide financial and operational

benefits.
 Components:
Joint Ventures: Collaborate with other firms to share costs and
profits.
Licensing Agreements: Monetize intellectual property through
licensing deals.

Strategy: Identify and establish partnerships that offer financial

support and access to new markets or technologies.

Financial projection:
Creating financial projections for Mankind Pharma involves
forecasting revenue, expenses, profit, and other key financial metrics
over a specified period. These projections help in planning, decision-
making, and assessing the financial health of the company. Here’s a
detailed outline of the financial projections for Mankind Pharma over
the next five years:

1. REVENUE PROJECTION
 YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

DOMESTIC $2.5 $2.75 $3.025 $3.325 $3.66

SALES BILLION BILLION BILLION BILLION BILLION

INTERNATIONAL $1 $1.2 $1.44 $1.725 $2.073

SALES BILLION BILLION BILLION BILLION BILLION

TOTAL REVENUE $3.5 $3.95 4.4465 $5.733 $5.733

BILLION BILLION BILLION BILLION BILLION

2. COST OF GOODS SOLD(COGS)

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

COGS 50% TOTAL 49% TOTAL 48% TOTAL 47% TOTAL 46%
REVENUE REVENUE REVENUE REVENUE TOTAL
REVENUE
TOTAL $1.75 $1.93 $2.1432 $2.3761 $2.63
COGS BILLION BILLION BILLION BILLION BILLION
 3. OPERATING EXPENSES

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

R&D EXPENSES $350 $395 $446.5 $505.55 $573.38

MILLION MILLION MILLION MILLION MILLION

MARKETING & $525 $592.5 $669.5 $758.325 $860.077

SALES MILLION MILLION MILLION MILLION MILLION
ADMINISTRATIV $175 $197.5 $223.25 $252.775 $286.69
E MILLION MILLION MILLION MILLON MILLION
EXPENSES
TOTAL $1.05 $1.185 $1.3395 $1.51665 $1.720
OPERATING BILLION BILLION BILLION BILLION BILLION
EXPENSES

4. OPERATING PROFIT

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

REVENUE $3.5 $3.5 $4.465 $5.0555 $5.73385

BILLION BILLION BILLION BILLION BILLION
COGS $1.75 $1.9355 $2.1432 $2.3761 $2.6376
BILLION BILLION BILLION BILLION BILLION
OPERATING $1.05 $1.185 $1.3395 $1.51665 $1.7201
EXPENSES BILLION BILLION BILLION BILLION BILLION
OPERATING $700 $829.5 $982.3 $1.16275 $1.3760
PROFIT MILLION MILLION MILLION MILLION BILLION
 5. NET PROFIT

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

OPERATING $700 $829.5 $982.3 $1.16275 $1.3760

PROFIT MILLION MILLION MILLION BILLION BILLION

INTEREST $140 $165.9 $195.9 $232.55 $275.22

EXPENSES MILLION MILLION MILLION MILLION MILLION
TAXES
NET $560 $663.6 $785.84 $930.2 $1.10087
PROFIT MILLION MILLION MILLION MILLION BILLION

Key Assumptions:

 Revenue Growth Rates:

Domestic sales grow at 10% annually, and international sales
grow at 20% annually.
 COGS Reduction: Efficiency improvements reduce COGS by 1%
each year.
 Operating Expenses: R&D remains constant at 10% of revenue,
Marketing & Sales at 15%, and Administrative at 5%.
 Interest and Taxes: Fixed at 20% of operating profit.
 CH-6 RISK MANAGEMENT

Identifying Risk:
1. Regulatory risk:

 Description: Changes in healthcare regulations, stringent compliance

requirements, and varying international regulatory standards.

 Impact: Potential for fines, product recalls, and market access restrictions.

2. Market Risks:

 Description: Fluctuations in market demand, competitive pressures, and

price sensitivity.

 Impact: Reduced market share and profitability.

3. Operational Risks:

 Description: Disruptions in the supply chain, manufacturing issues, and

quality control failures.

 Impact: Delays in product delivery, increased costs, and damage to

reputation.

4. Financial Risks:

 Description: Currency fluctuations, interest rate changes, and credit

risks.
 Impact: Financial instability, increased costs, and reduced profitability.
5. Reputational Risks:

 Description: Negative publicity, product recalls, and legal issues.

 Impact: Loss of consumer trust, decreased sales, and long-term brand

damage.

6. Technological Risks:

 Description: Cybersecurity threats, data breaches, and technological

obsolescence.

 Impact: Loss of sensitive information, operational disruptions, and

increased costs.

7. Strategic Risks:

 Description: Poor strategic decisions, unsuccessful mergers or

acquisitions, and misalignment with market trends.

 Impact: Loss of competitive advantage and financial losses.

Mitigation strategies:
1. Regulatory Risks Mitigation:

 Compliance Team: Establish a dedicated regulatory

compliance team to monitor and ensure adherence to
regulations.

 Regular Audits: Conduct regular internal audits and

compliance checks.

 Training Programs: Implement continuous training programs

for staff on regulatory changes and compliance requirements.

 Engage with Regulators: Maintain open communication with

regulatory bodies to stay informed about upcoming changes
and participate in industry consultations

2. Market Risks Mitigation:

 Diversification: Diversify the product portfolio and market

presence to reduce dependency on specific markets.

 Market Research: Invest in market research to understand

customer needs and adapt products accordingly.

 Competitive Pricing: Develop competitive pricing strategies

and offer value-added services to retain market share.

 Innovation: Continuously invest in R&D to innovate and stay

ahead of market trends.
3. Operational Risks Mitigation:

 Supply Chain Management: Strengthen relationships with suppliers and

implement robust supply chain management practices.

 Quality Control: Implement stringent quality control measures and

regular inspections.

 Contingency Planning: Develop contingency plans for supply chain

disruptions and operational failures.

 Technology Integration: Utilize technology to streamline operations and

improve efficiency.

4. Financial Risks Mitigation:

 Hedging: Use hedging instruments to protect against currency and

interest rate fluctuations.

 Credit Management: Implement strict credit policies and regularly

review credit exposure.

 Diversified Funding: Maintain a diversified funding base to reduce

reliance on any single source of finance.

 Financial Monitoring: Regularly monitor financial performance and

adjust strategies as needed.
5. Reputational Risks Mitigation:

 Crisis Management: Develop a comprehensive crisis management plan to

address potential issues promptly.

 Transparency: Maintain transparency with stakeholders and the public,

particularly during crises.

 Quality Assurance: Ensure high standards of product quality and safety

to prevent recalls and negative publicity.

 Legal Compliance: Ensure strict adherence to legal standards and ethical

practices.

6. Technological Risks Mitigation:

 Cybersecurity: Invest in robust cybersecurity measures and regularly

update systems.
 Data Protection: Implement strong data protection policies and ensure
compliance with data privacy regulations.

 Technology Upgrades: Regularly upgrade technology infrastructure to

avoid obsolescence.

 Disaster Recovery: Develop and test disaster recovery plans for IT

systems.

7. Strategic Risks Mitigation:

 Strategic Planning: Conduct thorough strategic planning and market

analysis before making major decisions.

 Risk Assessment: Perform detailed risk assessments for mergers,

acquisitions, and new ventures.
 CH-7 CONCLUSION AND RECOMMENDATION

Recommendation:
1. Enhance Regulatory Compliance:

 Action: Establish a proactive regulatory compliance team and

conduct regular training and audits.

 Benefit: This will minimize regulatory risks and ensure seamless

operations across all markets.

2. Expand Market Presence:

 Action: Continue to diversify the product portfolio and explore new

international markets.

 Benefit: This will reduce dependency on specific markets and

spread risk

3. Invest in Innovation:

 Action: Increase investment in R&D to drive product innovation and

stay competitive.

 Benefit: This will ensure the company remains at the forefront of

pharmaceutical advancements.

4. Strengthen Supply Chain:

 Action: Develop stronger relationships with suppliers and enhance

supply chain management practices.
 Benefit: This will mitigate operational risks and ensure timely
product availability.
5. Improve Financial Stability:

 Action: Implement hedging strategies, diversify funding sources,

and maintain stringent credit management.

 Benefit: This will protect against financial risks and ensure steady
cash flow.

6. Boost Cybersecurity Measures:

 Action: Invest in advanced cybersecurity infrastructure and regular

updates.

 Benefit: This will protect sensitive data and reduce technological

risks.

7. Strategic Planning and Monitoring:

 Action: Conduct thorough market analysis before strategic decisions

and regularly monitor performance.

 Benefit: This will align strategic initiatives with market trends and
ensure agile response to changes.
Appendices:
1. Appendix A: Financial Projections

 Detailed revenue projections for the next five years.

 Breakdown of operating expenses, COGS, and net profit
projections.

2. Appendix B: Risk Management Plan

 Comprehensive list of identified risks.

 Mitigation strategies and implementation timelines.

3. Appendix C: Marketing Campaigns Overview

 Summary of recent marketing campaigns.

 Analysis of their outcomes and impact on brand recognition
and sales.

4. Appendix D: Key Performance Indicators (KPIs)

 List of KPIs used to measure success.

 Current performance metrics and future targets.

5. Appendix E: Regulatory Compliance Framework

 Outline of regulatory compliance processes.

 Training schedules and audit plans.
References:
1. Mankind Pharma Annual Report 2023: Detailed financial
statements and management discussion.

2. Market Research Reports: Various reports on the pharmaceutical

industry and market trends.

3. Government and Regulatory Websites: Information on regulatory

requirements and changes in the pharmaceutical sector.

4. Industry Publications: Articles and papers on pharmaceutical

innovations and market strategies.

5. Company Internal Documents: Strategy documents, internal audit

reports, and compliance manuals.
 QUESTIONNAIRE:
1. What are the current trends affecting the pharmaceutical industry?

2. What are your company goal regarding sustainability

and social responsibility?

3. What are the primary risk your company faces?

4. What strategies do you use for cost control and optimization?

5. What digital marketing tools and platform do you utilize?

6. Where are your keys manufacturing facilities?

7. What are your company main goals for the next 5-10 year?

8. What advice would you give to new entrants in the pharmaceutical

industry?

9. How do you allocate your budget across different department?

10. How does your company differentiate its product from those of

compittors