ABOUT LUPIN

Lupin is a renowned indian origin pharmaceutical company. It was founded in the

year 1968 by Desh Bandhu Gupta. It is a multinational company and is based in
Mumbai, India. The company is among the topmost pharmaceutical companies of
the world. The reason behind this being the global tieups of the company with
other small/medium firms worldwide. 70% of their overall business comes from
international markets.

In the current scenario Lupin is the marketer of both branded as well as generic
medicines. The area of focus of the company are cardiovascular, asthama, anti-
tuborculosis, paediatrics, daibetology. It’s total sales stood at Rs.15,142.8 crore.
They have 18 manufacturing sites and product sold in more than 70 countries.

Their exceptional goodwill provides them an edge over the competitors followed
by the excellent customer service. As pharmaceutical is a B2B business model, the
salesforce plays a key role in the success of the company. In this report we will be
looking at several aspects which place Lupin on the best terms with their
customers. We will analyze the relationship it share with it’s customer and how it
is maintaining that relationship.

In this era of Covid 19, the company is continually thriving to help people by
researching medicines like “Covihalt” for treating mild to moderate covid 19
symptoms.
 Customer experience management

Managing the customer experience is a bigger task for any organistation. It means that they
have to deliver what they promise to their customer and maintain their satisfaction level and
loyalty towards the brand. Lupin manages it’s customer experience quite nicely.

Customer focus is one of the core values of the company-

The company is dedicated to understand and meet the customer needs in a professional
manner.

Lupin being one of the pharmaceutical gaints that are prevalent in our country promises at
providing quality healthcare ( that is generic medicines and branded formulations )at an
affordable price.

They rely on Total quality Management which includes effective:

 Cost
 Quality
 And delivery

Consistency in meeting the customer expectations and meeting regulatory quality and
compliance norms are the two main differentiators for the brand.

On it’s website the organisation make use of cookies to ensure the best experience of the
customer.
The most recent digital transformations of FY20 which Lupin have disrupted in order to provide
better experience to it’s customers online are:

 Anya – Lupin’s healthcare chatbot to answer queries on respiratory ailments,

hypertension and daibetes.
 Engagement with healthcare professionals through live online webinars.
 Partnered with startups to reach patients and create awareness.

Since for Lupin it’s customer is B2B which is the doctors that prescribe the medicine to the
patients. They offer certain extra perks to their customers like:

 Providing free of cost medical books

 Free registrations for medical conferences in order to enhance their customer
experience.

In the covid 19 scenario the company is focused on interacting with the clients through virtual
meetings. A digitalized platform through which they can connect with the doctors.

Lupin team reaches more than one lakh doctors through live webinars, e-mailers, webinars to
update them with latest medical advancements.

The company has used this opportunity to train it’s salesforce by conducting various sessions
through microsoft teams platform.
 Complaint management system

A good complaint handling system gives the company to improve its operations as well as the
quality of its product.Lupin has a complaint board online where the customer can file a
complaint via filing out a form. When a complaint is received from the customer regarding the
purity, labelling defects, etc than such complaints are sent to the quality assurance manager for
investigation.

After that the details of the complaint are noted :

 Product name
 Batch number
 Manufacturing and expiry date
 Nature of complaint

After analyzing the nature of complaint , it is sent to the department head like production,
quality control, etc.

After detailed investigation, the quality assurance manager shares the finding with plant in
charge.

After that the corrective action must be taken or in case no default the findings shall be
communicated with the complainant.

The investigation has to be completed in 3 weeks.

 Customer journey mapping

1. Brand awareness is the first step in customer journey mapping. It is very crucial to aware the
prospects about the brand offerings as it will help to acquire customers. Lupin is ranked among
the top ten pharmaceutical companies in India. Lupin collaborates with other players in the
industry for co promotional activities. They deal in both generic and branded medicines. The
sales representatives of the company go to the doctors, who are the customer, in order to
promote the medicine.The company has also in order to position itself globally have performed
acquisitions of small firms in other countries.

2. Engagement forms a part of customer journey mapping as it helps in identifying the various
touchpoints as to where the brand is building useful content and indulging in activities to attract
potential customers. They have to ensure that their strategies are serving their existing
customers well and also leading to acquiring new customers as well. AS for lupin their main
critical touchpoint is the pharmaceutical salesforce. The brand keeps strong connections with its
customers, so that they will consider lupin for repeated purchase. They make use of their
networking capabilities in order to engage with their customers. And they also offer additional
benefits to their customers like medical books which are highly expensive, registrations for
conferences, excellent customer service, etc.

Apart from this they also do innovations like recently launched chatbots in order to get more
engaged with the patients.

3. After the company get engage with their customers the third stage of customer journey
mapping is entice where company need to get their contact details now so that they can follow
them up. In case of Lupin they offer certain gifts and benefits and through their excellent service
to their customer they are able to entice them into recommending their medicine to the end user
which is the patient.

4. Convert: Converting is the ultimte goal of this process. No revenue is generatd if your leads are
not converted and sales in not made. In pharmaceutical companies like Lupin Direct sales play a
very crucial role in sales. The salesperson had to persuade the doctor in such a way that they are
convinced to buy their product. Lupin being an indian brand has a strong hold over the indian
market. So, the customers are naturally attracted to the big indian brand name “Lupin”. And
 they also offer extra value added services and excellent service to their customer which also
gives an edge.

5. Excite is the 5th stage of customer journey mapping that is one of the most important stage
because after successful conversion of prospects into customer the services offered in this stage
will make customer feel valued that even after buying a good or the commodity offered by the
company, they try their best to make customers attracted and excited about each and every
services that they will be offering as after sales services which have minimal or no cost to
customers and have exclusive benefits for the customers. This helps customers in having long
term positive relationship with company, we need to insure no matter how big or small
transaction the customer is making after sales services offered to each customer should be
impressive and engaging.

6. Ascend: This is the sixth stage in the Customer Journey Mapping. It means how are the
customers made aware of other products and services that you offer to increase the lifetime
value. Since pharma companies focuses on B2B marketing and sales. The customer’s need is
analyzed and fulfilled first and then the other products are introduced to them according to
their area of specialization like respitory or others.

7. Advocate: It involves building long term relationship with the customers. It is very crucial for
any organization to build long term relationship for repeated purchases and revenue. Pharma
companies like Lupin, they win the loyalty of the customers by different activities like offering
extra benefits, best services, quality product with reasonable price and ofcourse the big indian
brand name.

8. Promoters: This is the seventh stage in Customer Journey Mapping. So, once we have to
Engage the customers with the vehicles and converted them, we also need to make a long
term relationship with them. This is achieved by providing good services but who will
advocate this goodness? It will be our customers; we need them to spread positive word of
mouth regarding the brand. In case of Lupin the NPS ( Net promoter score) is 100%
according to a survey which means that the number of loyal customer who would prefer the
brand to others is high.