Strategic Trends on the Promotion of Pharmaceutical Products by MNC’s in India

Authors

  • Thomas Mathew Najran University

Keywords:

Media communication, Strategy, MNC, Indian pharmaceutical market

Abstract

This paper gives insights on how Indian MNCs in the pharmaceutical sector are strategically looking at the promotion of their products in the changing global environment. Specifically the study focuses on the strategic used of media by the Indian MNCs to communicate their brand to the various stakeholders. The pharmaceutical industry looks at least 10 different media to promote their brand. This study identifies the strategic important media that is significant to the pharmaceutical MNCs in India. On this basis a focused study showed the strategy trend of communications used by the top MNC in India that enables formulation of effective marketing strategies by leading pharmaceutical MNCs in the Indian market.

References

ACM, (2011). COMMUNICATIONS. In Vision-Based Hand-Gesture Applications. p. 116.

Awasthy, D., Banerjee, A., & Banerjee, B. (2012). Understanding the role of prior product knowledge to information search. Asia Pacific Journal of Marketing and Logistics, 24(2), 257-287. doi:http://dx.doi.org/10.1108/13555851211218057

Barrand, J., (1978). Patients, doctors and medical education. Australian family physician, 7(9).

Bendixen, Mike, Kalala A. Bukasa, and Russell Abratt (2004), "Brand Equity in the Business-to-Business Market," Industrial Marketing Management, 33, 371-80.

Biswas, D. (2004), “Economics of information in the web economy: towards a new theory?†Journal of Business Research, Vol. 57, pp. 724-33.

Blombäck, A. (2005) Supplier Brand Image: A Catalyst for Choice (Thesis Dissertation). Jönköping, Sweden: Jönköping International Business School.

Cavusgil, E. & Calantone, R., (2011). Are Pharmaceutical Marketing Decisions Calibrated to Communications Effects? Health Marketing Quarterly, 28(4), p.317-336.

Chakraborty, S. & Bouder, F., (2013). The future of risk communication and the role of the pharmaceutical industry. Current drug safety, 8(1), p.4-10. Available at: http://ovidsp.ovid.com/ovidweb.cgi? T=JS&PAGE=reference&D=medl&NEWS=N&AN=23656442.

Collier, J. & Iheanacho, I., (2002). The pharmaceutical industry as an informant. Lancet, 360(9343), p.1405-1409.

Diaz, J.A. et al., (2002). Patients’ use of the Internet for medical information. Journal of General Internal Medicine, 17(3), p.180-185.

Eastin, M.S. and LaRose, R. (2000), “Internet self-efficacy and the psychology of the digital divideâ€, Journal of Computer-Mediated Communication, Vol. 6.

Farrar, M., (2010). Understanding Digital Marketing. Manager: British Journal of Administrative Management, p.12-14. Available at: http://search.ebscohost.com/login.aspx? direct=true&db=buh&AN=52955067&site=ehost-live.

Goi, Chai Lee (2009) “A Review of Marketing Mix: 4Ps or more?†International Journal of Marketing Studies, Vol. 1, No. 1, May, 2009

Greene, J.A. & Kesselheim, A.S., (2010). Pharmaceutical marketing and the new social media. The New England journal of medicine, 363(22), p.2087-2089.

Hawkins, Dell, Roger J. Best, and Kenneth A. Coney (2004), Consumer Behavior: Building Marketing Strategy, 9th ed. New York: The McGraw-Hill Companies, Inc.

Howes, L., (2012). Facebook influence: Your all inclusive guide to Facebook Marketing. Facebook influence. Available at: http://fbinfluence.com/?hop=suzannem

Kapferer, J. (2004) The New Strategic Brand Management: Third Edition. London: Kogan.

Kotler, P. and Pfoertsch, W. (2006) B2B Brand Management. Berlin, Germany: Springer.

Lachance, Marie J., Pierre Beaudoin, and Jean Robitaille (2003), "Adolescents' Brand Sensitivity in Apparel: Influence of Three Socialization Agents," International Journal of Consumer Studies, 27 (1), 47-57.

Lauterborn R. (2003) Is it time to blow away IMC? B To B [serial online]. October 13, 2003; 88 (11):14. Available from: Business Source Complete, Ipswich, MA. Accessed October 17, 2014.

Lyles, A., (2002). Direct marketing of pharmaceuticals to consumers. Annual review of public health, 23, p.73-91.

Martin, J.-françois, (2010). How companies are marketing online: A McKinsey Global Survey. McKinsey Quarterly, 2007, p.10. Available at: http://www.mckinseyquarterly.com/article_print.aspx?L2=13&L3=11&ar=2048

Michell, Paul, Jacqui King, and Jon Reast (2001), "Brand Values Related to Industrial Products," Industrial Marketing Management, 30, 415-25.

Minett, Steve (2002), B2B Marketing: A Radically Different Approach for Business-to-Business Marketers. London: Pearson Education Limited.

Muala, Dr. Ayed Al and Qurneh, Dr. Majed Al (2012) “Assessing the Relationship Between Marketing Mix and Loyalty Through Tourists Satisfaction in Jordan Curative Tourismâ€, American Academic & Scholarly Research Journal Vol. 4, No. 2, March 2012

Robichaud, F., Richelieu, A. and Kozak, R. A. (2008) Branding as a Strategic Lever in Emerging Market Segments: A Framework for Wood Products in Nonresidential Construction. Brighton, UK: European Marketing Academy, Dr Keith Perks.

Robichaud, F., Kozak, R. A. and Richelieu, A. (2009) Wood use in nonresidential construction: A case for communications with architects. Forest Products Journal 59 (1/2): 1 – 9.

Schiavo, R., (2008). Digital Marketing The rise of e-health: Current trends and topics on online health communications. Journal of Medical Marketing, 8(1), p.9-18. Available at: http://mmj.sagepub.com/lookup/doi/10.1057/palgrave.jmm.5050132

Downloads

Published

2015-02-18

How to Cite

Mathew, T. (2015). Strategic Trends on the Promotion of Pharmaceutical Products by MNC’s in India. Asian Journal of Business and Management, 3(1). Retrieved from https://ajouronline.com/index.php/AJBM/article/view/2349

Issue

Vol. 3 No. 1 (2015): February 2015

Section

Articles

License

  • Papers must be submitted on the understanding that they have not been published elsewhere (except in the form of an abstract or as part of a published lecture, review, or thesis) and are not currently under consideration by another journal published by any other publisher.
  • It is also the authors responsibility to ensure that the articles emanating from a particular source are submitted with the necessary approval.
  • The authors warrant that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required.
  • The authors ensure that all the references carefully and they are accurate in the text as well as in the list of references (and vice versa).
  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
  • The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.