Chapter 4 Marketing department

Company 1- Apollo Hospitals Enterprises Ltd (Apollo)

Lists of product and services

Medical/Surgical Services cardiology, dermatology, ENT, dental, respiratory
medicine etc.
Diagnostic services
hematology & clinical pathology, anatomic pathology and cytology lab,
services, microbiology lab etc
Emergency services
ICU services, blood bank services, trauma centers etc

Specific distribution channel

Distribution Channel is a set of processes through which Apollo Hospitals
delivers its products to the customers. Distribution & Marketing channels
fulfill various purposes such as – logistics, enabling product customization
options at the point of sales, providing product quality assurance, providing
extensive product assortment using product line – breadth, length, and depth,
providing customers information about the products , after sales services and
installation services, easy availability of the products to end consumers ,and
reducing purchase lot size thus enabling opportunities for individual customers
to buy products.
Designing Channels of Distribution for Apollo Hospitals
There are two major Channel of Distribution related decision criteria –
1. Channel Design
Apollo Hospitals needs to choose whether it wants to implement a distribution
system which is – Direct, Indirect, or Both. The channel design decision
involves - understanding of customer value proposition, current customer
convenience points, length breadth and depth of Apollo Hospitals product line,
and competitors’ distribution systems.

1
Direct Distribution System – Apollo Hospitals putting its own direct
distribution channel and reach directly to the customers. It can be through
opening its own stores or just selling all the products online.

Indirect Distribution System – Apollo Hospitals including channel partners

such as wholesalers, retailers, logistics companies, and distribution agents.

Hybrid Distribution System – Apollo Hospitals should implement a hybrid

model where the critical aspect of distribution system are managed by Apollo
Hospitals, and secondary functions such as logistics, warehousing, store
management etc are delegated to various channel partners.
2. Channel Management
Channel management is about managing various power centers within the
delivery system and managing them based on bargaining power of each player
in the value chain. The channel management from marketing perspective can
be done considering three critical aspects –

Per Unit Cost of Stocking – If the cost is high then Apollo Hospitals needs
channel partners which can pool in resources. Otherwise Apollo Hospitals can
do the operations on its own.

Market Development Requirement – One of the most prominent functions of

channel is market development. If Apollo Hospitals needs higher market
development efforts then it is sensible to include channel partners who have
know how and skills to expand into new markets.

Customer Willingness to Search & Travel to Purchase Good – If the customer

willingness is high then company has a strong brand awareness and brand
loyalty. Apollo Hospitals can design favorable channel policies vis a vis
channel partners.

PLC- associate the product with respect to the plc stage

Once the product is launched in the company needs to manage the life cycle of
the all products through its various stages such as – introduction to all their
2
products , growth phase of all products , cash cow stage, and finally decline
stage of the all products .

Marketing segmentation
Segmentation helps in understanding characteristics of different groups of the
population having similar attributes. Apollo Hospital uses demographic and
psychographic segmentation strategies with variables such as age, gender,
income, region, and marital status.
Since the Apollo Hospital group have a presence in a broad range of offerings
in the Healthcare market, therefore, it uses differentiated targeting strategy.
Positioning creates a comparative picture in the mind of the prospective
customer. It uses benefit and product class positioning strategy.

Positioning strategies
Positioning creates a comparative picture in the mind of the prospective
customer. It uses benefit and product class positioning strategy.

Promotional tools used

Apollo Hospitals use various that are promotional tools – Advertising, Sales
Promotion, Personal Selling, Public Relations, and Direct Marketing.
Apollo Hospitals can use all these five communication tools to persuasively
communicate to customer – existence of the product, price of the product,
differentiating features of the product, places where people can buy the
products, and finally how consumers can effectively use the products or
services.

Lists of products exported and in which countries

Empty transport container (buyer madras sea netherlands amsterdam
Hydergine tab madras sea sri lanka colombo
concor 5mg tab madras sea sri lanka colombo
Renolen eye drops madras sea sri lanka colombo

3
Pancynorm n tabs madras sea sri lanka colombo

COMPANY 2 Narayana hrudayalaya ltd

Lists of product and services
Specialities (66)
Anaesthesia
Blood Bank
Bone Marrow Transplant
Breast Cancer
Cardiac Surgery - Adult
Cardiology - Adult
Clinical Nutrition & Dietetics
Cranio-Maxillo Facial Surgery
Critical Care
Dental Sciences
Dermatology and Cosmetology
Diabetology
E.N.T
Electrophysiology
Emergency Medicine
Endocrinology
Family Medicine
Gastroenterology - Medical
Gastroenterology - Surgical
Gastrointestinal Oncology
General Surgery
Genetics
Geriatrics
Gynaecology - Oncology
Haemato Oncology
Haematology

4
Head & Neck Surgery - Oncology
Heart Transplant
Infectious Diseases
Integrative Oncology
Internal Medicine
Interventional Radiology
Kidney Transplant - Adult
Lab
Liver Transplant & HPB Surgery
Medical Oncology
Microbiology
Nephrology
Neurology
Neurosurgery
NICU & PICU
Nuclear Medicine
Obstetrics & Gynaecology
Oncology
Ophthalmology
Ortho - Oncology
Orthopaedics
Pain & Palliation - Oncology
Pathology
Physical Medicine and Rehabilitation
Physiotherapy & Rehabilitation
Plastic Surgery
Psychiatry & Clinical Psychology
Pulmonology
Radiation Oncology
Radiology
Reproductive Medicine
Rheumatology

5
Robotic Surgery
Speech And Swallow Rehabilitation
Spine Surgery
Surgical Oncology
Thoracic Surgery
Uro - Oncology
Urology
Vascular Surgery
Paediatric Super Specialities (20)
Developmental Paediatrics
Cardiac Surgery - Paediatric
Cardiology - Paediatric
Dental Sciences - Paediatric
E. N. T - Paediatric
Endocrinology - Paediatric
Gastroenterology & Hepatology - Paediatric
Kidney Transplant - Paediatric
Neonatal Surgery
Neonatology
Nephrology - Paediatric
Neurology - Paediatric
Neurosurgery - Paediatric
Liver Transplant - Paediatric
Oncology - Paediatric
Surgery - Paediatric
Paediatrics
Pulmonology - Paediatric
Rheumatology - Paediatric
Thoracic & Vascular Surgery – Paediatric

Specific distribution channel

6
Distribution Channel is a set of processes through which Care Hrudayalaya
delivers its products to the customers. Distribution & Marketing channels
fulfill various purposes such as – enabling product customization options at the
point of sales, easy availability of the products to end consumers , reducing
purchase lot size thus enabling opportunities for individual customers to buy
products, logistics, providing product quality assurance, providing customers
information about the products , after sales services and installation
services,and providing extensive product assortment using product line –
breadth, length, and depth.
Designing Channels of Distribution for Care Hrudayalaya
There are two major Channel of Distribution related decision criteria –
1. Channel Design
Care Hrudayalaya needs to choose whether it wants to implement a
distribution system which is – Direct, Indirect, or Both. The channel design
decision involves - understanding of customer value proposition, current
customer convenience points, length breadth and depth of Care Hrudayalaya
product line, and competitors’ distribution systems.
Direct Distribution System – Care Hrudayalaya putting its own direct
distribution channel and reach directly to the customers. It can be through
opening its own stores or just selling all the products online.
Indirect Distribution System – Care Hrudayalaya including channel partners
such as wholesalers, retailers, logistics companies, and distribution agents.
Hybrid Distribution System – Care Hrudayalaya should implement a hybrid
model where the critical aspect of distribution system are managed by Care
Hrudayalaya, and secondary functions such as logistics, warehousing, store
management etc are delegated to various channel partners.
2. Channel Management
Channel management is about managing various power centers within the
delivery system and managing them based on bargaining power of each player
in the value chain. The channel management from marketing perspective can
be done considering three critical aspects –

7
Per Unit Cost of Stocking – If the cost is high then Care Hrudayalaya needs
channel partners which can pool in resources. Otherwise Care Hrudayalaya
can do the operations on its own.

Market Development Requirement – One of the most prominent functions of

channel is market development. If Care Hrudayalaya needs higher market
development efforts then it is sensible to include channel partners who have
know how and skills to expand into new markets.
Customer Willingness to Search & Travel to Purchase Good – If the customer
willingness is high then company has a strong brand awareness and brand
loyalty. Care Hrudayalaya can design favorable channel policies vis a vis
channel partners.

PLC- associate the product with respect to the plc stage

Once the product is launched the company needs to manage the life
cycle of the product through its various stages such as – introduction,
growth phase, cash cow stage, and finally decline stage.

Marketing segmentation
Market segmentation is the process through which marketing managers at Nh
Hrudayalaya can divide the large market into smaller segments based on
distinct needs, characteristics, or consumer behavior. Nh Hrudayalaya can do
segmentation based on following criteria – geographic, demographic, usage,
user status, income, lifestyle, value proposition priorties, benefits sought,
loyalty status, gender, social class, self-perception, psychographic factors, and
other attitudes.
One of the most widely used multivariate segmentation system is – PRIZM,
developed by Claritas. It is widely used by various marketing and advertising
agencies. It comprises 68 customer segments based on the US Household
Purchasing Preferences data.

Positioning strategies
Identify competitive advantage or unique value proposition on which position
the brand in the mind of the consumers.

8
Choose competitive advantages that are most compatible with Nh Hrudayalaya
marketing strategy. Marketing managers at Nh Hrudayalaya can make
perceptual maps to better understand competitive positioning of various brands
in the market place.
Finally Positioning the brand as a deliverer of superior value to the target
segment and effectively communicating that position to consumers using
marketing mix and promotion mix.

Promotional tools used

Nh Hrudayalaya use all types of promotional tool & they are – Advertising,
Sales Promotion, Personal Selling, Public Relations, and Direct Marketing.
Nh Hrudayalaya can use all these five communication tools to persuasively
communicate to customer – existence of the product, price of the product,
differentiating features of the product, places where people can buy the
products, and finally how consumers can effectively use the products or
services.

Pricing methods
Pricing is a highly complex activity and we will cover only a very limited
aspect of what goes into pricing decisions. To a large extend pricing depends
upon the other 3Ps of marketing – product, place and promotion. Conceptually
perceived value is the maximum price a customer is willing to pay for
narayana hrudayalaya product in the given competitive context.

Lists of products exported and in which countries

Bubble trap accessory for membrane oxygenator(1cx*bt05) madras
seasingapore
Membrane oxygenator(icx * rx05re) madras sea singapore
membrane oxygenator (1cx *sx1 or) madras sea singapore
Membrane oxygenator (1cx *rx 05re) madras sea singapore

Company 2 Forties healthcare

Product & Services of Fortis Healthcare

9
Fortis Healthcare Limited (FHL), one of India’s largest private healthcare
companies with network of 22 hospitals and more than 2570 beds. In addition
to the Super specialty services the hospital also offers quality tertiary care:
QUALITY TERTIARY CARE
Cardiac Sciences
Orthopaedics
Neuro Sciences
Oncology
Minimal Access Surgery
Obstetrics
INNOVATIONS IN FORTIS HOSPITAL
Auto check-in and check out
Specialty hospitals
Aromatherapy at Apollo.
Biventricular pacing.
Bone bank at AIIMS.
Hospital administration.
Medical records management.
Oxygen under pressure treatment at Apollo.
Waste management.
Telemedicine.
Virtual Hospitals
TECHNOLOGIES IN FORTIS HOSPITAL
Same day OPD
Online reports
Imaging/ MRI Scan
Key Hole Surgery
Medical transcription
Biotechnology
Nanotechnology
SST: Self checking Machines/ equipments

10
Specific Distribution Channel
The distribution of health services is a complex process involving decisions
regarding the place, time and methods of supplying the services. It
encompasses all the activities that provide patients with access to healthcare
services along with the relationship system established between providers,
patients and other intermediaries. In the field of healthcare, distribution
includes all the activities taking place in the space and the time separating the
patient from the services provider.
Following is the distribution channel of Fortis Healthcare:
Fortis operates its hospitals across several tier 1 and Tier 2 cities in India such
as Delhi, Amritsar, Kolkata, Mumbai, Mohali, Ludhiana, Jaipur, Chennai,
Kota, Bengaluru, Gurgaon, Noida, Faridabad, and Odisha. Its head office is
situated in Unitech Business park in Gurgaon, Haryana. Fortis also offers
skype consultation with doctors to its patients regarding various procedures
and surgeries as well. Further it also has a medical Kiosk setup at Indira
Gandhi International Airport. Further Fortis has a dedicated website to provide
key information about its hospitals and practices to various customers and
provides easy accessibility to them.

PLC- associate the product with respect to the plc stage

Once the product is launched the company needs to manage the life cycle of
the product through its various stages such as – introduction, growth phase,
cash cow stage, and finally decline stage.

Market Segmentation
There are two major ways of segmenting the health care market: patient
characteristics and marketing practices. Each of these two major methods has
several sub options. Segmentation based on patient characteristics
There are three different types of patient characteristics which are useful for
segmenting the healthcare market : patient demographics, patient
psychographic and patient frequency of heath care utilization

11
For the segmentation for the FORTIS there are various attributes which are
considering for the segmentation. These attributes may be many in number.
They may include: –
Reliability
Prices
Reputation of doctors
Quality of equipment
Number of supporting specialties
Amount and quality of miscellaneous services like catering, housekeeping, etc.
Distance from the house
Recommendations from someone
Who will pay for the treatment
In the case of the FORTIS mainly three factors influence the perception of the
customer. These are basically are reliability, prices, number of supporting
specialties.
This will be so because the hospital is located in an area which has nuclear
families and hence, the small family size makes reliability an important factor.

Positioning Strategies of Fortis Healthcare

The Indian healthcare sector has emerged as one of the largest service sectors
in India in terms of revenue and employment, and the sector is expanding
rapidly. The sector has registered a growth of 9.3 percent between 2000-2009,
comparable to the sectoral growth rate of other emerging economies such as
China, Brazil and Mexico. At the current growth rate, the healthcare industry
in India will touch US$ 275 billion by 2020, according to a recent press release
by the Confederation of Indian Industry (CII).
The company’s international operations are expected to generate roughly
US$500 million in sales this year, on a par with Fortis’ India operations. Some
highlighting aspects are as follows ::
2004 : Fortis inks deal with Jessa Ram Hospital to take over the management
of the hospital ,

12
2005 : • -Fortis Hospital rolls out Golden Age Club • -Fortis buys Escorts
Heart • -Fortis Healthcare signs $33.33m pre-IPO deals • -The Company was
incorporated on February 28, 1996 as Rancare Limited under the Companies
Act. Subsequently on June 20, 1996 our name was changed to our present
name-Fortis Healthcare Limited. The Company received the certificate of
commencement of business on July 1, 1996.
2006 :• -Fortis Healthcare to buy majority stake in Trehan`s Medicity • -Fortis
Healthcare signs $33.33m pre-IPO deals
2007 : • -Fortis healthworld has joined hands with US hearing aid maker
Starkey for its Audible range and is looking to soon offer dental services at its
Health stores too. • -Colgate-Palmolive India, the market leader in toothpaste
in India, declared the acquisition of three domestic companies in south India
recently. • The company purchased 75 per cent equity in Advanced Oral Care
Products (Goa), Professional Oral Care Products (Goa) and SS Oral Hygiene
Products (Hyderabad). • -Fortis Healthcare acquires Hiranandani Hospital •
2008: • Fortis Hospital, Noida Becomes first hospital In Uttar Pradesh to
receive the coveted NABH Accredita • Fortis Escorts Becomes First Hospital
in Faridabad to Launch Total Knee Replacement Unit •
2009: • Announces taking over of the operational and management control of
the 200–bed Apollo Modi Hospital in Kota (Rajasthan) for providing superior
healthcare services in the region. • Launches dental centre at Malar Hospital,
Chennai, with the aim of promoting dental tourism in the city. The Fortis
Dental Centre has been floated on partnership basis with dental chain Axiss
Dental • Fortis completes Wockhardt Hospital Acquisition •
2010: • Completes acquisition of 23.9% stake in Parkway Holdings • Divests
entire stake in Parkway to Khazanah • Adds cancer institute in its hospital
portfolio • Inks pact with Republic Of Burundi • Inks MOU with RAK
Hospital and Tanzania's RMC • Strengthens presence in Central India
Network; touches 50 hospitals mark • Acquires O P Jindal Hospital in Raigarh,
Chhattisgarh • Unveils new hospital in Shalimar Bagh in Delhi • Adds
Vivekanand Hospital to its network •
2011 : • Signs mou with Utah University for specialized care in emergency
medicine • Changes name of company from Fortis Healthcare Ltd to Fortis

13
Healthcare (India) Ltd. • Adds 100 bed Lifeline Hospital at Alwar in Rajasthan
• Fortis Healthcare Ltd acquired 86 per cent stake in Super Religare
Laboratories Ltd (SRL)), South–east Asia's largest diagnostics laboratory
network to further strengthen presence across the healthcare value chain •
Through its wholly owned subsidiary, has entered into an agreement with
Cauvery Hospital Limited, Mysore, wherein Fortis will set up, operate and
manage a Cardiac Centre in the hospital. • The name of Fortis Healthcare
Limited shall be changed to Fortis Healthcare (India) Limited w.e.f. April 11,
2011. • Fortis Healthcare ties up with totipotentrx to set up Stem Cell Therapy
Centres. • Fortis Healthcare (India) Ltd has announced that it will buy 86 per
cent stake in Super Religare Laboratories Ltd (SRL) . • Fortis Healt - Fortis
announces new hospitals in Hyderabad and Agra.
2012 : • Fortis Healthcare Ltd acquired Fortis Healthcare International Pvt.
Ltd. • Fortis Healthcare Ltd launched the first colorectal hospital in Singapore,
becoming the first Indian hospital chain with a greenfield hospital abroad. •
Fortis gor Rs. 3700 Mn Equity infusion in SRL through IFC and NYLIM
Jacob Ballas India. • Fortis Healthcare raises around S$510 mn through
Singapore IPO. • Company has changed its name from Fortis Healthcare
(India) Ltd. To Fortis Healthcare Ltd. •
2013 -"Fortis launches its Flagship Hospital, One of the First of its Kind in
Asia Bridges the gap for expert talent, trans-disciplinary, quaternary care".
-"Fortis to divest stake in Quality Healthcare to Bupa for US$ 355 million
Intensifies Focus on Healthcare Delivery in India". •
2014 -"Fortis launches state of the art, multi super-specialty hospital in
Ludhiana".
2015 :: Malaysia's IHH Healthcare Bhd, Asia's largest hospital operator by
stock market value, has scrapped its proposal to buy Singapore's Radlink-Asia
Pte Ltd for 346.53 million ringgit ($93.31 million). The deal fell through due
to non-satisfaction of certain conditions in the sales and purchase agreement,
according to a stock exchange filing to the local bourse late on Friday.
Radlink-Asia, a unit of India's Fortis Healthcare Ltd, provides healthcare
services including outpatient diagnostic and molecular imaging services in
Singapore.

14
Promotion Tools Used by Fortis Healthcare:
The promotional and advertising strategy in the Fortis Healthcare marketing
strategy is as follows:
Fortis promotes its services through traditional as well as digital media with
newspaper adverts, medical periodicals, YouTube and TV adverts. It has
launched several awareness campaigns to urge people to take control of their
health such as NDTV-Fortis Health4U campaign and spread cancer awareness
campaigns with its most recent campaign focusing on urging people for organ
donation for needful patients. It spreads brand awareness through these
campaign as well as celebrity endorsement.

Pricing Method of Fortis Healthcare:

The price of health products is the amount (cost) that the target market
associates with the product offered by the medical organization. The price is
one of the main elements with direct implications for all the activities and the
marketing actions of the medical organization. It represents the exchange value
of the health care service, meaning the amount of money that the patient offers
to obtain that service in return for the benefits of using it.
Since patients are not well informed about the quality of health services in
relation to the price of medical activity, the price strategy involves taking into
account some factors that patient consider when addressing a specific service.
These elements are also related to the patient’s involvement in the provision of
the specific health service: the time spent by the patient as the the medical
service is performed as a whole, the mental implications of the service for the
patient (feeling of something new, fear, emotions, stress, etc.), physical effort
the patient makes to obtain the health service.
For the purpose of positioning the global health product on the market, the
application of a strategy of diversification of services will also be considered,
that can be achieved by the medical organizations either by adding new
features to the current offer or by employing better trained and better involved
personnel than the competitor’s, or perform better image marketing.

15
Below is the pricing strategy in Fortis Healthcare marketing strategy:
Fortis healthcare is considered as a premium healthcare service provider as it
competes in the same segment as that of Apollo hospitals and Max hospitals
with its offerings focusing on patient experience by including world-class
healthcare services and new technology to justify its higher pricing.
It also has several alliances with international partners such as Aetna, Bupa,
GMC services etc. for providing quality services.

Lists of products exported and in which countries

Empty transport container (buyer madras sea netherland
Hydergine tab madras sea sri lanka colombo
Concor 5mg tab madras sea sri lanka colombo
Renolen eye drops madras sea sri lanka colombo
Pancynorm n tabs madras sea sri lanka

Company 4 Cipla ltd.

Lists of product and services
Products and services :
8X shampoo
9 pm eye drops
Abamune tablets
Abamune-L tablets
Acivir cream
Acivir eye ointment
Acivir DT tablets
Acivir I.V. injection
Acnedap gel
Actipeel gel
Actorise injection
Add tears eye drops
Adgain capsules
Advent I.V. injection

16
Aerocort inhaler

Number of customers / overseas customers

Specific distribution channel
Distribution Channel is a set of processes through which Cgl Cipla delivers its
products to the customers. Distribution & Marketing channels fulfill various
purposes such as – providing product quality assurance, easy availability of the
products to end consumers , providing extensive product assortment using
product line – breadth, length, and depth, reducing purchase lot size thus
enabling opportunities for individual customers to buy products, providing
customers information about the products , after sales services and installation
services, enabling product customization options at the point of sales,and
logistics.

Designing Channels of Distribution for Cipla

There are two major Channel of Distribution related decision criteria –
1. Channel Design
Cipla needs to choose whether it wants to implement a distribution system
which is – Direct, Indirect, or Both. The channel design decision involves -
understanding of customer value proposition, current customer convenience
points, length breadth and depth of Cgl Cipla product line, and competitors’
distribution systems.
Direct Distribution System – Cgl Cipla putting its own direct distribution
channel and reach directly to the customers. It can be through opening its own
stores or just selling all the products online.
Indirect Distribution System – Cgl Cipla including channel partners such as
wholesalers, retailers, logistics companies, and distribution agents.
Hybrid Distribution System – Cgl Cipla should implement a hybrid model
where the critical aspect of distribution system are managed by Cgl Cipla, and
secondary functions such as logistics, warehousing, store management etc are
delegated to various channel partners.
2. Channel Management

17
Channel management is about managing various power centers within the
delivery system and managing them based on bargaining power of each player
in the value chain. The channel management from marketing perspective can
be done considering three critical aspects –
Market Development Requirement – One of the most prominent functions of
channel is market development. If Cgl Cipla needs higher market development
efforts then it is sensible to include channel partners who have know how and
skills to expand into new markets.
Per Unit Cost of Stocking – If the cost is high then Cgl Cipla needs channel
partners which can pool in resources. Otherwise Cgl Cipla can do the
operations on its own.
Customer Willingness to Search & Travel to Purchase Good – If the customer
willingness is high then company has a strong brand awareness and brand
loyalty. Cgl Cipla can design favorable channel policies vis a vis channel
partners.

PLC- associate the product with respect to the plc stage

the product is launched the company needs to manage the life cycle of the
product through its various stages such as – introduction, growth phase, cash
cow stage, and finally decline stage.

Market segmentation
The target segment – current or potential, at which the marketing
communication efforts are aimed at.

Positioning strategies
How the new product brand launch will impact the overall brand equity of the
Cgl Cipla present brands and products. For example often launching a no frill
product may end up impacting the image of the company as an innovator in
the field. This is one of the reason why Apple stopped selling its plastic phones
as it negatively impacted the image of the company as a deliverer of superior
hardware products.
2. Will the product will be viewed completely different from the existing
products of the firm and how much is the risk of cannibalization of the present
brands by a new brand.

18
3. Does the product launch or product extension launch satisfy potential
customer needs and wants in a way that can deliver profits to the firm.

Promotional tools used

Integrated Marketing Communication strategy is a mix of various promotion
tools that are at disposal of Cgl Cipla. They are – Advertising, Sales
Promotion, Personal Selling, Public Relations, and Direct Marketing.
Cgl Cipla can use all these five communication tools to persuasively
communicate to customer – existence of the product, price of the product,
differentiating features of the product, places where people can buy the
products, and finally how consumers can effectively use the products or
services.

Pricing methods
Pricing is a highly complex activity and we will cover only a very limited
aspect of what goes into pricing decisions. To a large extend pricing depends
upon the other 3Ps of marketing – product, place and promotion. Conceptually
perceived value is the maximum price a customer is willing to pay for Cgl
Cipla product in the given competitive context.

Cost Base Pricing

Under cost based pricing strategy – Cgl Cipla can work out what it takes to
produce the product and put a markup based on profit it wants earn. In a highly
competitive strategy with dynamic pricing the strategy may not be feasible.
For example Uber running losses in billions can provide lower prices and
sustain compare to individual taxi service provider who is not backed by
private equity and long term strategy.

Value Base Pricing

Value Base Pricing is a pricing strategy which is based on customer perception
of value. It inculcates put the number on both tangible and intangible benefits
with a clear understanding of elasticity of demand and competitive pressures.

Market Penetration Pricing

19
Cgl Cipla can employ this pricing strategy where it launch a new product
either at loss or at very low margin to get a foothold in the segment.

Market Skimming Pricing

For certain well established brands, Cgl Cipla can increase the prices as
customers can pay higher price.

Good Value Pricing

Offering right mix of product features, quality, and service combination at fair
price. For example offering a limited frill option - customers can have initial
product experience at an accessible price. GoPro use this strategy extensively.

Competition Based Pricing

The pricing strategy is based on the competition in the market. Under this
strategy Cgl Cipla focus is to match the prices of the competitors and focus on
reducing the cost of operations to increase profitability.

Lists of products exported and in which countries

Harmless medicine omni gel (linseed oil + levomenthol + dic) jnpt
maldives
harmless medicine.ciplox eye ointment jnpt ghana accra
sion sr no a412 cipril -10 lisinopril tablets usp 10mg bombay airmozambique
maputo
sion no a412 cotrimoxazole 400+80mg cotrimoxazole bombay air
cameroon yaounde
cetirizine hcl harmless drug bombay air

20