THE EDITORIAL

Address,Advertising, the world which founded itself in the wordsof Ogilvy, stands tall and armored as the mostpowerful form of art reaching out to people from everystrata of society. The healthcare industry which hasalso over the years evolved and used very form of media to reach their customers and consumers alsoremains our focus through this issue. With pleasure webring to you the July issue of THE PUMBA Gazettefocusing on the dynamic world of Advertising.In line with this, we bring to you an exclusive interviewwith Mr. Alvin Saldanha, Chief Creative Officer,Watermelon Healthcare Communications.In view of the advancement from the domestic marketsto making their presence felt in the global markets, thestudents have undertaken a project which involved adetailed study conducted to discover the most eminentforms of media in order to advertise in the globalmarkets.It also includes a section on changing trends inadvertisements and the presence of Digital Media.We also bring to you one of the 12 part series onvarious noteworthy CSR initiatives. The article titled‘Back to Society’ covers the initiative by RanbaxyLaboratories in order to show their appreciation to thework done by the scientists and chemists.A section based on PUMBA and the happenings inand around the same has also been included.Your Feedback & Suggestions are welcome atthepumbagazette@gmail.com

“Reading is not a duty, and has consequently nobusiness to be made disagreeable”

- Augustine BirrellSincerely Yours,

Chief Editior:

Niveda Ramkumar MBA-BT (Sem III)(THE PUMBA GAZETTE Team)(The detailed project reports shall be provided onenquiry. Kindly send in your enquiries atthepumbagazette@gmail.com)

CONTENTS

•

Cover story……………………………………2

--Going Global•

Articles/Analysis……………………………..3

--21

Century’s Greatest Art Form•

Back to Society………………………………4

--A CSR Initiative by Ranbaxy•

Candid Talk…………………………………...5

--An Interview with Mr. Alvin Saldanha, Chief CreativeOfficer, Watermelon Healthcare Communications

•PUMBA News………………………………...6

--Induction of MBA-BT & Executive MBA

Going Global…

The Indian Biotechnology market caters to number of niche segments, thus resulting in an increasingnumber of domestic players. These players aregenerally startup firms or companies with very lesscapital investments mainly focusing on local markets.One of the ways a company can expand its profile isby establishing its presence internationally. It is notfeasible for domestic players to make their mark in theglobal market with no or less advertising budget. Onevery feasible solution to this issue is to set up virtualpresence of the company onlineThe concept of online marketing includes registeringthe company profile in online directories, subscribing tonewsletters, scientific journals and magazines and inturn giving advertisements in them facilitating thepromotion to the entire circulation.The various Trade fairs/ conferences that take placenationally as well as internationally are a good platformto promote domestic companies on a larger scaleeconomically. The recruitment websites or portals canalso be considered as one of the options to increasevisibility.The startup firms and SMEs may not have the requiredbudget to hire advertising firms for their promotionalactivities. These companies can spare a few manhours weekly registering to such web portals andestablishing the companies’ presence on the web. Thiswill help them get a global exposure as the presenceon the Internet will allow an international audience toview the company profile and its differentiatedproducts and/or services.

1621602391322977246

0100200300

N u m b e r

Online advertising channels

NewslettersMagazinesAdvertisingJournalsDirectoriesExpoRecruitment

Out of the total sample surveyed, 14.6% werenewsletters where the companies can present their advertisements or any publication which will help intheir publicity free of cost.14.4 % of the sample weremagazines related to biotechnology and its nichesectors.21.57% websites found are portals where thecompany can promote themselves in a very effectiveway reaching to the desired target customer. 12%were exclusive scientific journals where the company’stechnical expertise can be highlighted by publishedarticles of the scientists who have opined on theproducts and services. 6% of the total sample sizeswere expos and 4 % recruitment sites also cancontribute to the company’s recruitment strategy.Directories play a very important role contributing toalmost 26% of the total sample size as these areportals where a company can display its entire profileas well the product and service portfolio.Thus the online marketing strategy was found to be ahighly convenient and economical way of promotingthe company with small advertisement budgets andhigh aspirations.Compiled by:Ankita Barve, Nidhi Nirmal, Rohit Shinde,Vishakha Shinde (MBA-BT, Sem III)