Case Study Presentation on

Alembic Chemical Woks Ltd.

Direct Mailings of Alcephin : The Legend Among Antibiotics

Presented By:
Nishan Das (11)
Amit Lal Bhar (13)
Sushmika Dey (14)
 Who Is Alembic Chemical Works Ltd?
 The Company was incorporated as Alembic Chemical
Works Company Ltd on 30.07.1907 under the Indian
Companies Act, VI of 1882 in the State of Gujarat.

 ISO-9002 and ISO-14001 certified Asia's most respected

integrated pharmaceutical company.

 Alembic is in the business of improving the quality of life

and healthcare in over 75 countries around the world.

 Corporate & Regd.Office is at Vadodara,Gujarat.

 What’s In The Case ?
 The Pharmaceutical companies do direct marketing as
they cannot advertise products in media.

 But they are required to promote only to the medical

profession.

 So they produce visual aids and product literature which

could either be sent as direct mailings to the medical
profession or can be delivered to them through medical
representatives.

 The most important thing is to make the mundane

promotion by creative ideas.
 The Idea of Promotion Used….

 “The Living Legend” :- 10 four-page folders for

Alcephin based on the theme the living legend.

 The folders are extremely well executed –well

designed and printed.

 And also graphics and typo-graphy were used

which were very appealing in nature.

 For this purpose Ten Living Legends were used:-

And They are….

 SatyajitRay
 Mother Teresa
 Baba Amte
 Lata Mangeshkar
 Sunil Gavaskar
 R.K. Laxman
 Abdul Kalam
 Shivaram Karanth
 Issues….

Which other businesses /products can be

suitable for direct marketing ? What
promotional techniques can be employed?

DirectMail.
Catalog Marketing.
Telemarketing.
Other Media for Direct-Response
Marketing.
2nd Issue….

Please do some research of your own

direct mailings of pharmaceutical
companies. What are your reactions?