PHARMA MARKETING MANAGEMENT BP803ET

UNIT -01

Marketing:
Definition, general concepts and scope of marketing, distinction between marketing & selling. Marketing environment. Industry and competitive analysis. Analyzing consumer buying behaviour and industrial buying behaviour.
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic descriptions and socio-psychological characteristics of the consumer; market segmentation & targeting. Consumer profile; Motivation and prescribing habits of the physician; patient’s choice of physician and retail pharmacist. Analysing the Market; Role of market research.

Product decision:
Classification, product line and product mix decisions, product life cycle, product portfolio analysis; product positioning; New product decisions; Product branding, packaging and labeling decisions, Product management in pharmaceutical industry.

Promotion:
Methods, determinants of promotional mix, promotional budget; An overview of personal selling, advertising, direct mail, journals, sampling, retailing, medical exhibition, public relations, online promotional techniques for OTC Products.

Pharmaceutical marketing channels:
Designing channel, channel members, selecting the appropriate channel, conflict in channels, physical distribution management: Strategic importance, tasks in physical distribution management.
Professional sales representative (PSR):
Duties of PSR, purpose of detailing, selection and training, supervising, norms for customer calls, motivating, evaluating, compensation and future prospects of the PSR.

Pricing:
Meaning, importance, objectives, determinants of price; pricing methods and strategies, issues in price management in pharmaceutical industry. An overview of DPCO (Drug Price Control Order) and NPPA (National Pharmaceutical Pricing Authority).
Emerging concepts in marketing:
Vertical & Horizontal Marketing; Rural Marketing; Consumerism; Industrial Marketing; Global Marketing.