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A Brief Study on Pharmaceutical Industry and

Marketing Strategies.

Submitted By

Chetan Namdeo Kute

14106A1060

UNDER THE GUIDANCE OF

MANASI PHATAK

A PROJECT SUBMITTED IN FULFILMENT OF MMS TO

VIDYALANKAR INSTITUTE OF TECHNOLOGY

Wadala (East), Mumbai 400 037

MARCH 2016

8/18/2019 Final Project Report Title Certificate Ack Table of Content Etc

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A Brief Study on Pharmaceutical Industry and

Marketing Strategies.

Submitted By

Chetan Namdeo Kute

14106A1060

UNDER THE GUIDANCE OF

MANASI PHATAK

A PROJECT SUBMITTED IN FULFILMENT OF MMS TO

VIDYALANKAR INSTITUTE OF TECHNOLOGY

Wadala (East), Mumbai 400 037

MARCH 2016

Signature of Faculty Guide Head of Department

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DECLARATION

This is to declare that the study presented by me to Vidyalankar Institute ofTechnology, in completion of the Master in Management Studies (MMS) under the “ A

Brief Study on Pharmaceutical Industry and Marketing Strategies. ” has been

accomplished under the guidance of Ms. Manasi Phatak

Chetan Namdeo Kute

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ACKNOWLEDGEMENT

My project on A Brief Study on Pharmaceutical Industry and Marketing Strategies

has been a great learning experience. I was exposed to the different areas inmarketing and operation and gained valuable experience, which I will always recall

with a sense of satisfaction and pride.

This is to acknowledge Ms. Manasi Phatak under whose guidance I have been able

to successfully complete this project and effectively come to a very successful

conclusion.

To all my colleagues who have helped me either directly or indirectly, I am grateful for

their valuable inputs. This project would not have been possible without their help.

Chetan Namdeo Kute

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INDEX

Sr. No Content Page no.

1 Executive Summary 1

2 Objective 2

3 Literature Review 3

4 I. The Indian Pharmaceutical Industry 7

II. Major Pharmaceutical Companies in India 13

III. Government Initiatives and Investment 21

IV. Challenges & Future Growth 24

V. Indian Pharma Market And MarketingPotentialities 27

VI. Pharma Marketing Process and its Challenges 36

a. Challenges 36

b. Pharmaceutical Company BusinessStrategies 41

5 Conclusion 51

6 Bibliography 52