Case Study – Vaishali Pharma Limited

India is a significant player in the global medicines industry. In the manufacturing of generic
medicines around the world, India takes the first place. The Indian pharmaceutical business
supplies 50% of global demand for a variety of vaccines, 40% of generic demand in the United
States, and 25% of all medication in the United Kingdom. Compared to other nations, the cost
of manufacturing pharmaceutical goods in India is much lower and more effective.

The Indian pharma industry is prospering with innovations, the recent feather for the
pharmaceuticals is the launch of a novel fixed-dose combination called Tipanat to treat
colorectal and gastric cancer. Launch of an emulsion-based drug to treat deadly black fungus
in Covid-19 patients. Such contributions by various pharmaceutical companies are facilitating
the process of making India one of the biggest pharma contributors to the entire world.

The manufacturing of low-cost, high-quality medications poses a challenge to the

pharmaceutical business. NSE Healthcare Index has risen at a CAGR of 12.55% per year over
the previous ten years, while the Nifty Pharma has returned approximately 10.94% per year. It
is anticipated that India has greater export possibilities.
One such company is Vaishali Pharma Ltd. is now exporting to 35 countries since its inception
in 1989. Vaishali Pharma Limited is an Indian multinational pharmaceutical company
headquartered in Mumbai, is exclusively dedicated in supplying their own Branded Products
followed by Generic finished products along with Surgical & Nutraceutical Range. It has been
awarded as The Most Prestigious Brand in Asia by BARC in 2018 - 19. They are a team of
dedicated employees focused on developing Pharmaceutical Formulations, API's, Surgicals,
Veterinary, Herbal & Nutraceutical Products. Their aim is to deliver unique value to patients
and societies all around the world.

The Company has manufactured and exported more than 250+ formulations and specializes in
manufacturing tailor-made formulations. Each of the manufacturing facilities has a separate
quality control unit to monitor the manufacturing quality of their products. Additionally, in
2019 Vaishali Pharma added a vertical of Nutraceutical Division. In 2020, the company got
listed on the main board of NSE.

The company recently launched distinct products in the following 14 Grid view categories:
1)Laxative
2)Anti-Ulcer / enzymes
3)Anti-cold / viral
4)Anti-allergic
5)Anti-psychotic
6)Anti-fungal
7)Vitamins
8)Topical steroids / Corticosteroids
9)Anti-inflammatory
10)Anti-malarial
11)Anti asthmatic
12)Anti-diabetic
13)Cardiac
14)Analgesic / Anti-pyretic
Questions:
1) Prepare a country risk analysis for the exports of the new product launch of Sedatives,
Sprays, and Vitamins. Recommend the most attractive country for the exports of these
products.
2) Devise the marketing strategy for the newly launched products in the country of your
choice.
3) What could be the key purchase criteria and key selling factor for the hospital and non-
hospital segments in the international marketing of Sedatives, Sprays, and Vitamins?
4) Predict which one of these products have the highest potential in international market
using demand forecasting technique. Justify.
5) For International Market, how do you identify your customers with 80-20 rule? (The
Pareto Principle)
6) What are the marketing tools that this company use in order to increase their presence
in international market?