Itagalpura, Rajanukunte, Yelahanka, Bengaluru- 560064

School of Management

"Marketing Management”

“ Strategic Marketing Plan”

By

APEKHYA NAYAK
(20202MBA0043)
Under the Guidance of

Dr. Sanjay Kumar

( Presidency University)

1
 Itagalpura, Rajanukunte, Yelahanka, Bengaluru- 560064

School of Management

CERTIFICATE

This is to certify that the Marketing Managment work entitled “Strategic Marketing Plan” carried out by

APEKHYA NAYAK
(20202MBA0043)

is a bonafide student of II Semester MBA, School of Management, Presidency University, Bengaluru, during
the year 2020-2021. The students have worked towards the Marketing managment to the satisfaction of the
guide as per the Academic Regulations of the university, and the work satisfies the academic requirements in
the respect of Marketing managment work prescribed for the said degree.

Faculty Incharge

School of management

Presidency University

2
 ACKNOWLEDGEMENT

I would like to express my deepest gratitude to DR. Sanjay Kumar, Associate Professor, School of
Management, Presidency University, Bangalore for giving me the opportunity to complete this project under
his guidance.
Without his words of encouragement and continuous support, this Report would not have been possible. I
sincerely thanks everyone for their immense help and invaluable feedback while completing this project.

3
 TABLE OF CONTENTS

Title Page
Number

Acknowledgement 3
Table of contents 4
1 Introduction 5
1.1 Company 5
1.2 Histroy 5
2. Exhibit : Strategic marketing plan
2.1 Exhibit 1 7

Exhibit 2 8

Exhibit 3 9
3 Summary and Conclusion 10

4
 CHAPTER 1

INTRODUCTIO

(Alkem Laboratories )

About the company

Alkem Laboratories Limited is an Indian multinational pharmaceutical company headquartered in
Mumbai, Maharashtra, India that manufactures and sells pharmaceutical generics, formulations and
nutraceuticals in India and globally.
History

Alkem set up its research and development facility for ANDA development at Taloja in 2003. In 2006 anti-
infective drug Taxim of Alkem became the first anti-infective drug in the Indian pharmaceutical industry to
cross 1,000 million in terms of domestic sales in India. In 2014 Clavam other drug from Alkem crossed
2,000 million mark in terms of domestic sales in India. In 2007 the company filed its first ANDA for drug
Amlodipine which was approved in 2009. Alkem has developed a portfolio of 705 branded generic drugs,
with 13 of the brands featured among the top 300 brands in India for the fiscal year 2015 and a portfolio
of 705 brands in India in the six months ended 30 September 2015. Alkem have 21 manufacturing
facilities, 19 in India and 2 in US. 5 of the facilities are US FDA, TGA, UK MHRA approved.

What is Strategic Planning?

Market-oriented strategic planning is the managerial process of developing and maintaining
a viable fit between the organisation’s objectives, skills, and resources and its changing
market opportunities.
The aim of strategic marketing planning (SMP) is to shape and reshape the
company’s businesses and products so that they yield target profits and growth.”

5
2.1 Top Management an d strategic planning in Alkem Laboratories

Position Name
Founder Chairman Mr. Samprada Singh
Emeritus
Executive Chairman Mr.Basudeo Narayan Singh
Joint Managing Director Mr.Dhananjay Kumar Singh
Joint Managing Director Mr.Sandeep Singh
Independent Director Dr.Dheeraj Sharma
Independent Director Mr.A.K. Purwar
Independent Director Mr.N. K. Aneja
Independent Director Mr.R. L. Shenoy
Independent Director Ms.Sangeeta Singh
Independent Director Ms.Sudha Ravi

6
 Exhibit 1

Developing a superior Strategic marketing plan

Strategic plan horizontal format

Marketing Mix of Alkem Laboratories analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the Alkem Laboratories strategy. There are several
marketing strategies like product/service innovation, marketing investment, customer
experience etc. which have helped the brand grow.

Vision :
To be Vibrant, forward looking and techo savy. Customer centric bank serving diverse section of the
society.

Strategies Measure Tactics

Objective

To maintain price statibi Ageing and Rising services Global population is

Population expected to exceed
9.3 billion by 2050
and around 21% of
this population will
be aged 60 and
above. The
increased size of
the global
population will fuel
the demand for
pharmaceutical
products.
increase customer trust

Prevalence of lifestyles Demand for quality

Lifestyle Diseases and specialised
healthcare solutions

Low-Priced Improving standards support healthcare

Generics
 Domestic Market

Over the past five years through 2014-19, Indian Pharmaceutical Market (IPM) has been one of the fastest
growing markets in the world. As per IQVIA, the turnover of IPM reached ₹ 1.50 trillion (about US$ 22
billion) in FY 2019-20, a growth of 10.8% from the previous year. Going forward, IQVIA projects IPM to
grow at a CAGR of 8-11% over 2020-24 to reach US$ 31-35 billion in 2024 which is double the rate of
growth when compared to its global peers. This growth will be driven by a combination of factors such as
rising income levels with steady economic growth, rise in chronic diseases due to sedentary lifestyles,
improvements in healthcare infrastructure, higher life expectancy, new launches by innovator companies and
increasing acceptance of online sales of pharmaceutical products.

Growth in domestic pharmaceutical market is also expected to be supported by the government’s focus on
enhancing access to healthcare to economically weaker sections of the society. The Ayushman Bharat-
Pradhan Mantri Jan Aarogya Yojana (AB - PMJAY) is the biggest healthcare programme in the world and is
aimed at providing affordable treatment for 500 million people, or 40% of India’s population, including 100
million vulnerable families. Deeper penetration of private health insurance also offers considerable potential
for the growth of the IPM. As per the report titled ‘Indian Life and Health Insurance Sectors’ from consulting
firm Milliman, only 44% of the total population in the country have a health insurance policy as of 2017.

The announcements made in the 2020-21 Union Budget are also expected to provide a stimulus to the Indian
healthcare sector. This includes:

 An allocation of ₹ 690 billion for the healthcare sector, up from ₹ 627 billion in the previous year
 Of the total allocation, around ₹ 64 billion would be for ABPMJAY, similar to last year
 The AB-PMJAY scheme will be expanded by setting up more hospitals in the tier-II and III cities
under the publicprivate-partnership (PPP) route

7
Exhibit 2

Developing a superior Strategic marketing plan

Strategic plan Vertical format

India Business

In Q1FY21, the Company’s India sales declined by 5.5% YoY, recording a sales of ₹ 11,550 million as
compared to ₹ 12,222 million in Q1FY20.

COVID-19 led lockdown significantly impacted the new prescription generation during the quarter on
account of shutdown of clinics, hospital OPDs and deferment of surgeries. As a result, Indian Pharmaceutical
Market (IPM) registered a YoY decline of 4.9% during the quarter (Source: IQVIA data). The decline was
sharper in the acute therapy areas of anti-infectives, gastro-intestinal, pain / analgesics and vitamins /
minerals / nutrients compared to chronic therapy areas like neuro / CNS, cardiac and anti-diabetes which
registered a YoY growth during the quarter.

With a significant part of the Company’s domestic sales coming from the acute therapy segments, the
Company’s secondary sales during the quarter recorded a decline of 11.8% YoY. However the Company
continued its outperformance in therapy areas of anti-infectives, gastro-intestinal, vitamins / minerals /

8
nutrients, cardiac and anti-diabetes. This was driven by the Company’s strong brands, effective sales and marketing
strategies, robust supply chain and distribution network and contribution from new product launches.

International Business

In Q1FY21, the Company’s International sales grew by 32.8% YoY, recording sales of ₹ 7,853 million as compared
to ₹ 5,912 million in Q1FY20.

US sales for the quarter was ₹ 6,664 million, recording a year-on-year growth of 38.3%.

Other International Markets sales for the quarter was ₹ 1,189 million, recording a year-onyear growth of 8.6%.

R&D Investments

During the quarter, the Company filed 4 abbreviated new drug applications (ANDAs) with the US FDA and
received 2 approvals (including 1 tentative approval). As on June 30, 2020, the Company filed a total of 146
ANDAs and 2 new drug applications (NDA) with the US FDA. Of these, it has received approvals for 88 ANDAs
(including 13 tentative approvals) and 2 NDAs.
 Exhibit 3

Developing a superior Strategic marketing plan

Strategic Marketing plan example

Alkem Laboratories Ltd

Mission : To ensure quick and efficient response to customer expectations. To innovate products and
services to cater to diverse sections of society.

Vision : During the quarter, the Company filed 4 abbreviated new drug applications (ANDAs) with
the US FDA and received 2 approvals (including 1 tentative approval). As on June 30, 2020, the
Company filed a total of 146 ANDAs and 2 new drug applications (NDA) with the US FDA. Of
these, it has received approvals for 88 ANDAs (including 13 tentative approvals) and 2 NDAs.

Purpose/Goal : Rapid urbanisation has resulted in growing number of people having

improved access to quality healthcare and pharmaceuticals. This includes expansion of
national health insurance schemes and government programmes to support healthcare.

Who we serve : We serve to genral public.

How We serve : It started with a small step! A step, originating from the idea of increasing
Alkem’s global footprint, which eventually became a giant leap for us! For it, United States is the
focal point of international operations. In this stride, Alkem Laboratories has cumulatively filed
more than 125 ANDAs with the US FDA. Alkem markets and sells products in the United States
under its wholly owned subsidiary

9
 SUMMARY AND CONCLUSION

It started with a small step! A step, originating from the idea of increasing Alkem’s
global footprint, which eventually became a giant leap for us! For it, United States is
the focal point of international operations. In this stride, Alkem Laboratories has
cumulatively filed more than 125 ANDAs with the US FDA. Alkem markets and sells
products in the United States under its wholly owned subsidiary .

Other international operations include markets like Australia, Europe, Southeast Asia, Latin
America, Africa and CIS. The company's products are marketed in about 50 international markets
directly through its subsidiaries and indirectly through active engagements with other organizations.
Currently, its key markets include Australia, Chile, Philippines and Kazakhstan.

Alkem Laboratories has its own sales and commercial infrastructure in these markets. Alkem
Laboratories is constantly looking forward to product in-licensing and out-licensing opportunities in
several emerging markets. This helps it leverage its product portfolio, and sales and marketing
infrastructure.

10