The Pragmatics

• Pulkit P Srivsatav

• Vedant Basnyat
• Sammed Jain
 Market Mapping and Landscape Analysis:

Landscape of Competitors-
• Formulations, Active Pharmaceutical Ingredients (API), medication delivery systems,
and biotechnology are among Lupin Ltd.'s operations. APIs, respiratory, and Cipla
Global Access are the three strategic units of the corporation. APIs, respiratory, and
Cipla Global Access are the three strategic units that make up Lupin Ltd.'s business.
APIs, respiratory, and Cipla Global Access are the three strategic units that make up
Lupin Ltd.'s business.
• Sun Pharmaceuticals can deal with a variety of dosage forms, including injectables,
sprays, ointments, creams, liquids, pills, and capsules. Its operations include the
production of generics, branded generics, specialty, OTC drugs, antiretrovirals (ARVs),
APIs, and intermediates in a range of dosage forms. It also produces customized APIs.
• Cipla offers a vast product line, with over 1,500 items accessible. The company's three
strategic businesses are APIs, respiratory, and Cipla Global Access.
Government Initiatives:-
• To achieve self-reliance and reduce import dependency in the country's essential bulk
drugs, the Department of Pharmaceuticals launched a PLI scheme to promote domestic
manufacturing by setting up greenfield plants with minimum domestic value addition in
four separate 'Target Segments' with a cumulative outlay of Rs. 6,940 crore from FY21
to FY30.
• In June 2021, Finance Minister Nirmala Sitharaman approved a further investment of
Rs. 197,000 crore in 13 vital sectors such as active pharmaceutical ingredients,
pharmacological intermediaries, and critical starting materials for the pharmaceutical
PLI plan.
 Plan to penetrate both public and private accounts:

Competitor analysis-
• Biocon NSE -0.79%, a Bangalore based business managed by India's first female pharmaceutical millionaire, Kiran Mazumdar-Shaw.
• Roche, a $51 billion Swiss pharmaceutical giant.

Action Plan-
• Developing bio-improvements, new indications, and formulations for their biologic.
• Dropping prices is one example of a multi-pronged strategy.
• Boost the activity of sales reps.
• Patents are being extended.
• Patient support programs are available.

Make contact with the following-

• Professionals in healthcare (HCPs)
• The federal agencies in charge of drug regulation.
• The people who are being treated.
• Pharmaceutical corporations
 Go-To- Market Strategy:

• We can try to stimulate interest in our products by highlighting the

problems rather than the solutions. When a problem is mentioned, the
target audience wants to learn more about it before attempting to
address it in any manner possible.
• Curiosity is piqued by a small amount of information: We can present
the target audience with only the essential and relevant facts in an
easy-to-understand manner. It will peak their attention, causing them
to seek greater information and usage from the doctor, ultimately
leading to sales.
• Decent Social Media Profile: As part of this approach, all medicine
producers, physicians, and salespeople must have a perfect social
media presence. In such an environment, content is crucial for
catching prospects' attention.
• Select Target Customers: The firm should first determine the target
consumers based on the things designed. Instead of concentrating on
target sales, we may focus on the product's end-user. It will aid in
restricting the target market and concentrating all marketing efforts on
that one client or customer group.
 Sales Structure

The structure of a sales organization is critical because it prepares sellers for success. Then again, one wouldn't put a new hire in
charge of the company's finances, and someone with a background in healthcare would have a hard time selling technology. A
well-thought-out sales strategy will allow us to build on individual strengths and experiences while also ensuring that the correct
salespeople are pursuing the right clients.
The island and assembly line principles are combined in this model. A single pod will work with a customer from prospecting to
solution onboarding, similar to the island method. Each pod will contain representatives who specialize in a specific area of the
client experience, such as an account or business development rep, an account executive, and an account manager, similar to an
assembly line.
Larger firms who desire a simpler way to split their sales teams employ the pod concept. Because management may quickly
deploy (and reassign) pods to certain product lines, regions, verticals, and other areas as needed, this is possible. Pods can also
be utilized for account-based sales because they can efficiently chase down a single consumer.
Advantages:
• As there is more teamwork, the lead handoff is smoother.
• Allows management to quickly make changes to the sales force.
• It limits the number of roles and funtions available.