Description
he company has a strong global presence with over 78% of its sales from overseas
arkets. They produce a wide array of quality, generic products that are preferred by
ealth professionals and patients worldwide. While Ranbaxy’s strength lies in quality
enerics, it is slowly moving toward New Chemical Entities (NCE) and Novel Drug
Delivery Systems (NDDS) in supporting its
aspires to break into new m
a
gain access to advanced technologies.
long-term growth focus. The company
arkets as a research-based pharmaceutical entity. It has
ctively pursued strategic alliances and acquisitions to develop areas of expertise and
CHAPTER – V
COMPANY PROFILE AND S.W.O.T ANALYSIS
5.1. INTRODUCTION
5. 2. COMPANY PROFILE OF RANBAXY
5.3 RANBAXY CONSUMER HEALTH CARE DIVISION
5.4 OTC PRODUCT LIST
5.5 SWOT ANALYSIS OF RANBAXY CONSUMER HEALTH
DIVISION
5.6 CONCLUDING REMARKS
5.7 INTRODUCTION
5.8 COMPANY PROFILE OF GLAXOSMITHKLINE CONSUMER
HEALTH DIVISION
5.9 OTC PRODUCT LIST
5.10 SWOT ANALYSIS OF GLAXOSMITHKLINE CONSUMER
HEALTH DIVISION
5.11 CONCLUDING REMARKS
CHAPTER-V
COMPANY PROILE AND SWOT ANALYSIS
5.1. INTRODUCTION
The researcher has selected the research study on the marketing strategies of OTC
products with ref to GSK and Ranbaxy ltd, it becomes to bring down a detail profile of
these sample companies to understand the strategic perspective of these companies in
there whole process of making these companies as renowned companies in India and
globally. The researcher is of the opinion that these both companies have different culture
and origin .one is a global giant, playing an important role in providing highly innovative
and researched based products in the name of GlaxoSmithKline ltd and the other
domestic company known for its generic and low cost pharmaceutical products. Indians
feel proud when they take Ranbaxy laboratory drug as the most innovative drug company
and number one Indian companies fighting global players like GSK on different levels.
The Endeavour at Ranbaxy is to provide value through pioneering work, research &
development and quality pharmaceuticals across the globe. Ranbaxy keeps alive this
endeavor as it steps into the new millennium, and reaffirms its commitment to the
environment, the people and a healthier future. As one of the top pharmaceuticals in India
and worldwide, Ranbaxy Laboratories Limited has its products sold in over 100 countries
nd manufactured in seven countries.
he company has a strong global presence with over 78% of its sales from overseas
arkets. They produce a wide array of quality, generic products that are preferred by
ealth professionals and patients worldwide. While Ranbaxy’s strength lies in quality
enerics, it is slowly moving toward New Chemical Entities (NCE) and Novel Drug
long-term growth focus. The company
arkets as a research-based pharmaceutical entity. It has
ctively pursued strategic alliances and acquisitions to develop areas of expertise and
a
T
m
h
g
Delivery Systems (NDDS) in supporting its
aspires to break into new m
a
gain access to advanced technologies.
The Company's major research focus lays in Urology, Anti-infective, Respiratory, Anti-
inflammatory and Metabolic disorders segments. Ranbaxy’s vision is to achieve
significant business in proprietary prescription products by 2012 with a strong presence
in developed markets.
This chapter has its own importance in this study. It will bring out the detail profile of the
sample companies and narrow down to the consumer health care divisions of both the
companies to know their OTC product portfolios and their present market status.
The second half of the study of this chapter is based on the SWOT analysis of the sample
companies and knows their: Strengths, Weakness, Opportunities and Threats. So that the
fertile land for the next chapter which was of Data presentation and Analysis and
interpretation is prepared.
89
5.2 COMPANY PROFILE
Ranbaxy Laboratories Ltd. is the largest pharmaceutical company in India, and one of the
world's top 100 pharmaceutical companies. Long a specialist in the preparation of generic
drugs, Ranbaxy is also one of the world's top 10 in that pharmaceutical category as well.
Yet, with India's agreement to apply international patent law at the beginning of 2005,
Ranbaxy has begun converting itself into a full-fledged research-based pharmaceutical
company. A major part of this effort has been the establishment of the company's own
research and development center, which has enabled the company to begin to enter the
new chemical entities (NCE) and novel drug delivery systems (NDDS) markets. In the
mid-2000s, the company had a number of NCEs in progress, and had already launched its
first NDDS product, a single daily dosage formulation of ciprofloxacin. Ranbaxy is a
truly global operation, producing its pharmaceutical preparations in manufacturing
facilities in seven countries, supported by sales and marketing subsidiaries in 44
countries, reaching more than 100 countries throughout the world. The United States,
which alone accounts for nearly half of all pharmaceutical sales in the world, is the
company's largest international market, representing more than 40 percent of group sales.
In Europe, the company's purchase of RPG (Aventis) S.A. makes it the largest generics
producer in that market. The company is also a leading generics producer in the United
Kingdom and Germany and elsewhere in Europe. European sales added 16 percent to the
company's sales in 2004. Ranbaxy's other major markets include Brazil, Russia, and
China, as well as India, which together added 26 percent to the group's sales. Ranbaxy
posted revenues of $1.18 billion in 2004. The company, which remains controlled and led
by the founding Singh family, is listed on the National Stock Exchange of India in
Mumbai. Ranbaxy Laboratories Limited, India's largest pharmaceutical company, is an
integrated, research based, international pharmaceutical company, producing a wide
range of quality, affordable generic medicines, trusted by healthcare professionals and
patients across geographies. Ranked 8th amongst the global generic pharmaceutical
companies, Ranbaxy today has a presence in 23 of the top 25 pharmaceutical markets of
the world. The Company has a global footprint in 49 countries, world-class
manufacturing facilities in 11 countries and serves customers in over 125 countries.
Ranbaxy Laboratories (Ranbaxy) is a pharmaceutical company. The company is involved
in manufacturing and trading of formulations, active pharmaceuticals ingredients (API)
and intermediates, generics, drug discovery and consumer health care products. It also
focuses on research and development activities primarily in India. The company operates
in India, Europe, North America and Asia Pacific. It is headquartered in Gurgaon, India
and employs about 12,000 people. The company recorded revenues of INR74, 256
million (approximately $1,799.2 million) in the fiscal year ended December 2007, an
increase of 19.8% over 2006. The company's operating profit was INR11, 397.2 million
(approximately $276.2 million) in fiscal 2007, an increase of 51% over 2006. Its net
profit was INR7,744.9 million (approximately $187.7 million) in fiscal 2007, an increase
of 51.8% over 2006.In June 2008, Ranbaxy entered into an alliance with one of the
largest Japanese innovator companies, Daiichi Sankyo Company Ltd., to create an
innovator and generic pharmaceutical powerhouse. The combined entity now ranks
among the top 15 pharmaceutical companies, globally. The transformational deal will
place Ranbaxy in a higher growth trajectory and it will emerge stronger in terms of its
global reach and in its capabilities in drug development and manufacturing.
Vision & Aspirations: Ranbaxy is driven by its vision to achieve significant business in
proprietary prescription products by 2012 with a strong presence in developed markets.
90
The Company aspires to be amongst the Top 5 global generic players and aims at
achieving global sales of US $5 Bn by 2012.
Financials: Ranbaxy was incorporated in 1961 and went public in 1973. For the year
2008, the Company recorded Global Sales of US $ 1,682 Mn, reflecting a growth of 4%.
The Company has a balanced mix of revenues from emerging and developed markets that
contribute 54% and 39% respectively. In 2008, North America, the Company's largest
market contributed sales of US $ 449 Mn, followed by Europe garnering US $ 330 Mn.
ing and developed markets to strengthen its
its business strategy
houses dedicated facilities for generics research and innovative
ical
e Company out-
lders
bal
over 12,000 strong multicultural workforce
dosage forms sales. Ranbaxy’s diverse product basket of over 5,000 SKUs available in
Business in Asia is going strong with India clocking sales of around US $ 300 Mn with
market leadership in several business segments, backed by strong brand-building skills.
Strategy: Ranbaxy is focused on increasing the momentum in the generics business in its
key markets through organic and inorganic growth routes. Growth is well spread across
geographies with focus on emerging markets The Company continues to evaluate
acquisition opportunities in India, emerg
business and competitiveness. Ranbaxy has forayed into high growth potential segments
like Biologics, Oncology and injectables. These new growth areas will add significant
depth to the existing product pipeline.
R&D: Ranbaxy views its R&D capabilities as a vital component of
that will provide a sustainable, long-term competitive advantage. The Company has a
pool of over 1,200 scientists engaged in path-breaking research. Ranbaxy is among the
few Indian pharmaceutical companies in India to have started its research program in the
late 70's, in support of its global ambitions. A first-of-its-kind world class R&D centre
was commissioned in 1994. Today, the Company's multi-disciplinary R&D centre at
Gurgaon, in India,
research. The robust R&D environment for both drug discovery and development reflects
the Company's commitment to be a leader in the generics space offering value added
formulations based on its Novel Drug Delivery System (NDDS) and New Chem
Entity (NCE) research capabilities.
The new drug research areas at Ranbaxy include anti-infective, inflammatory /
respiratory, metabolic diseases, and oncology, urology and anti-malaria therapies.
Presently, the Company has 8-10 programs including one Anti-malaria combination drug,
Arterolane maleate + Piperaquine phosphate for which Phase-III clinical trials have
commenced in India, Bangladesh and Thailand.. The Company has signed collaborative
research programs with GSK and Merck.
NDDS focus is mainly on the development of NDA/ANDAs of oral controlled-release
products for the regulated markets. Ranbaxy’s first significant international success using
the NDDS technology platform came in September 1999, when th
licensed its first once-a-day formulation to a multinational company.
People: The Company’s business philosophy based on delivering value to its stakeho
constantly inspires its people to innovate, achieve excellence and set new glo
benchmarks. Driven by the passion of its
comprising over 50 nationalities, Ranbaxy continues to aggressively pursue its mission to
become a Research-based International Pharmaceutical Company and attain a true global
leadership position.
Products: Using the finest R&D and Manufacturing facilities, Ranbaxy Laboratories
Limited manufacture and markets generic pharmaceuticals, value added generic
pharmaceuticals, branded generics, active Pharmaceuticals (API) and intermediates.
The Company remains focused on ascending the value chain in the marketing of
pharmaceutical substances and are determined to bring in increased revenues from
91
over 125 countries worldwide encompasses a wide therapeutic mix covering a majority of
the chronic and acute segments. Healthcare trends project that the chronic treatment
avering determination to achieve
global marks. Our people have consistently risen above all
l of some
nd
ment it for the best of the
arket it targets. Ranbaxy possesses the manufacturing strengths that have established it
ded generics and a major supplier of its range
manufacturing facilities in 11 countries
cater to the requirements of the
cal regulatory bodies of that country while the Indian facilities meet the requirements of
ry Agencies. Some of the agencies such as MCA-UK, MCC-
ng
international Good Manufacturing Practices and have
roducts for safety, quality and efficacy.
views its R&D capabilities as a vital component of its business strategy that will
ble, long-term competitive advantage. The company
entists who are engaged in path-breaking research.
nment within the company for both drug discovery &
be a leader in the generics space and
lations based on the Company's Novel Drug Delivery System
DDS) and New Chemical Entity (NCE) research outcomes.
segments will outpace the acute treatment segments, primarily driven by a growing aging
population and dominance of lifestyle diseases. Our robust performance in
Cardiovascular, Central Nervous System, Respiratory, Dermatology, Orthopedics,
Nutritionals and Urology segments, clearly indicates that the Company has strengthened
its presence in the fast-growing chronic and lifestyle disease segments.
It also has Top 20Molecules like • Simvastatin, AmoxiClav Potassium • Isotretinoin,
Amoxicillin and Combinations, Ciprofloxacin, Ginseng+Vitamins, •Diclofenac and
Combinations, • Ranitidine, • Cefaclor, Atorvastatin and Combinations, • Fenofibrate,
Ofloxacin and Combinations to name few.
Worldwide Operations: Global Pharmaceutical Companies are experiencing an ever
changing landscape ripe with challenges and opportunities. In this challenging
environment Company is enhancing its reach leveraging its competitive advantages to
become a top player. Driven by innovation and speed to market we focus on delivering
world-class generics at an affordable price. Our unw
excellence leads us to new
challenges maximized opportunities and positioned Ranbaxy as a leader in the global
generics space. Ranbaxy’s global footprint extends to 49 countries embracing different
locales and cultures to form a family of 51 nationalities with an intellectual poo
of the best minds in the world.
Manufacturing Facilities: Organizations’ capabilities and intent are strongly reflected in
the product it manufactures. In other words, the manufacturing competencies a
facilities echo truly, the R&D extent and the ability to imple
m
as a producer of world-class generics, bran
of Active Pharmaceutical Ingredients for pharmaceutical products of companies
worldwide. Ranbaxy has world-class
namely Brazil, China, Ireland, India, Japan, Malaysia, Nigeria, Romania, South Africa,
USA and Vietnam. Its overseas facilities are designed to
lo
all International Regulato
South Africa, FDA-USA and TGA-Australia, have audited Ranbaxy’s manufacturi
facilities for the compliance with
registered its p
Research & Development:
Ranbaxy
provide the company with a sustaina
today has a pool of 1,200 sci
The robust R&D enviro
development reflects the Company's commitment to
offer value added formu
(N
MAJOR PRODUCTS AND SERVICES
Ranbaxy Laboratories (Ranbaxy) produces pharmaceuticals. The company's key products
and activities include the following Products:
Active Pharmaceuticals (API) and intermediates, Consumer health care products, Generic
pharmaceuticals, Activities, Research and development
92
TOP COMPETITORS
The following companies are the major competitors of Ranbaxy Laboratories Limited
Dr. Reddy's Laboratories Limited
Abbott India
Morepen Laboratories
Kopran
Sun Pharmaceuticals Industries Ltd
Nicholas Piramal India Ltd
Novartis India Limited
GlaxoSmithKline Pharmaceuticals (India) Limited
IPCA Laboratories Ltd
5.3 RANBAXY GLOBAL CONSUMER HEALTH CARE
Moving up the value chain, Ranbaxy identified Consumer Healthcare as its new business
area in the year 2001. Subsequently, Ranbaxy Global Consumer Healthcare (RGCH)
business was initiated with the launch of 4 brands: Revital, Pepfiz, and Gesdyp & Garlic
Pearls. These brands had a strong equity with consumers and represented the leading
common ailment categories like VMS (Vitamins & Minerals Supplement); this portfolio
was carefully crafted for the introduction of Ranbaxy's consumer healthcare business in
h
%, Revital is ranked 15th in the Indian
Pharmaceutical market
siness Communication platform 'The Rainbow Coalition
‘which is an integrated communication program targeted at doctors at one end and
consumers at the other .consumers are targeted through effective advertisements across
ith this ap ness continu octors to
Simu availability of the product has
g
n st
The distribution infrastructu w with about 600 Distributors
n ales Represe DSRs) representin arket.
Organic and inorganic growth is planned through strategic alliances and/or acquisitions in
the large and exciting OT . These expansions will serve the
o valu
expansion, RGCH continues to focus on ‘growth countries’ which include Russia,
nia, Vietnam laysia. ansion is
ast European countries
India. Subsequently in 2004, RGCH launched its first herbal range of products throug
New Age Herbals (NAH), with products offering remedies in categories of Cough &
Cold (Olesan Oil & Cough Syrups) and Appetite Stimulant (Eat Ease).In 2005, another
popular brand, Chericof – The complete cough formula was introduced. During 2006, the
business registered sales of US $ 19 Mn registering a growth of 19%. Revital, the
flagship brand continues to maintain leadership in its segment.
Ranbaxy's Global Consumer Healthcare (RGCH) business recorded sales ofRs 1,899 Mn
(USD 44 Mn), growth of 25% for the year 2008. For the Quarter, the business grew by
33%, registering safes of Rs 583 Mn (USD 12 Mn). Market share of Revital increased to
86 % and Violin captured a market share of 31
RGCH has chosen a unique Bu
th
generate prescriptions flow and enhan
e area. In line w proach, the busi
ce doctor endorsem
es to reach out to the D
ents for RGCH brands.
ltaneously consumer comm
ed in enhanced covera
unication and widespread
e. This Rainbow Coalition h
prescription growth.
elp effort has resulted in sales and
Sales and Distribution: RGCH pursued a diffe
e
rentiated sale
for its products, and a fir
s & distribution Strategy of
of its kind attempt at Ranbaxy. gaging, FMCG distributors
re of RGCH continues to gro
ntatives ( a d Distributor S g RGCH in the Indian m
C and Herbal markets
e for its stakeholders .In its first phase of geographical c nsumer and enhance
U
planned in C
kraine, Roma
entral and E
, Myanmar and Ma The next stage of exp
93
5.4 OTC PRODUCT LIST
S
No
Brand name Generic name Therapeutic segment
1
UGH
SYRUP
Cough Syrup for
CCA - Cough, Cold & Allergy
CHERICOF CO Complete
family
2 CHERICOF SOFTGEL Cough remedy capsules CCA - Cough, Cold & Allergy
ildren
3 EATEASE
Appetite enhancer-Ch
(Herbal)
GI - Gastro-intestinal
4 GARLIC PEARLS
Garlic oil for all round
health
GI - Gastro-intestinal
Enzymes testinal 5 GESDYP Digestive GI - Gastro-in
6 OLESAN GEL Cold rub (Herbal) CCA - Cough, Cold & Allergy
GES llergy 7 OLESAN LOZEN
Cough & sore throat cure (
Herbal)
CCA - Cough, Cold & A
8 OLESAN OIL
Nasal decongestant oil
(Herbal)
CCA - Cough, Cold & Allergy
enzymes
9 PEPFIZ
Effervescent digestive
GI - Gastro-intestinal
Ginseng, vitamins & VMS-Vitamins, Minerals &
10
REVITAL SOFTGELS
minerals Supplements
11
REVITAL LIQUID
Ginseng, vitamins &
minerals
VMS-Vitamins, Minerals &
Supplements
12 VOLINI GEL Complete Pain relief Gel ANALGESIC-Topical
13 VOLINI SPRAY Complete Pain relief Spray ANALGESIC-Topical
14 VOLINI TABS Complete Pain relief tabs ANALGESIC-Oral
Source: http//www.ranbaxyltd.com
5.5 SWOT ANALYSIS OF RANBAXY CONSUMER HEALTH CARE DIVISION
Introduction:
94
SWOT is a strategic planning tool, usually used as apart of doing an environmental
scanning, that help identify external factors that need to be planned and internal
environment factors like strength and weakness.
A scan of internal and external environment is an important part of strategic planning
wn for its generic products worldwide. Its consumer healthcare
.Reseacher has made an attempt to explore the strengths and
sumer
e launch of 4 brands: Revital, Pepfiz and Gesdyp & Garlic Pearls. These brands
ad a strong equity with consumers and represented the leading common ailment
ategories like VMS (Vitamins & Minerals Supplement); this portfolio was carefully
rafted for the introduction of Ranbaxy's consumer healthcare business in India.
he Researcher investigated that there is huge market inside the rural parts of study area.
here the products are not available .in order to understand what the problem is, the
a SWOT analysis to know the strengths and weakness of the
ample companies.
he st the company was required to know in order to under stand the
perform
Sec d esses the c p t the
compan come the weakness in this c
important to know the opportunities the company has in existing m
product and if launches any new products in the OT e m
com t any pharmaceutic TC
market with their new market entry strategy and aggressive adve
Hence this SWOT analysis plays an important role in bringing out an in-depth analysis of
inte a ovative a n
bring about a com ers and company at
large.
S.W.O.T ANALYSIS
process. Environmental factors internal to the company can be Strength and Weakness
and those external to the company can be referred as Threats and Opportunities. Such an
analysis of the strategic environments SWOT analysis.
Ranbaxy is well-kno
division is adding new feathers in the cap of success in Ranbaxy growth. Revital created
history as an OTC product
weakness of the consumer division in order to craft marketing strategies against
competitors like Novartis, GSK, Morepen and Himalaya Drug Company. Marketing OTC
products to rural consumers where the distribution channel is matter of concern and
chemists do not have that reach .companies like this need to develop there own channel
of distribution channel and reach the rural markets making OTC products available in
different minor ailments. Moving up the value chain, Ranbaxy identified Con
Healthcare as its new business area in the year 2001.
Subsequently, Ranbaxy Global Consumer Healthcare (RGCH) business was initiated
with th
h
c
c
T
W
researcher had carried
S
T rength of
ance in this sector.
on ly to study in depth the weakn
y can do to over
om any has and analyze wha
ompetitive market. it was also
arket with existing
C s ctor and finally the threats fro
als are trying to grab the O
rtising strategies.
pe itors was to be analyzed as m
rn l and external environment to craft inn
petitive advantage and add value to the consum
str tegies which can in long run ca
95
Strength
• Largest Domestic company and
established Brand
• Low cost products
• Large skilled marketing force.
generics.
• High Promotion and advertisement
'The Rainbow Coalition' communication
rogram targeted at doctors at one end and
onsumers at the other
W
• Market leader products like Revital.
• Efficient technologies for large no of
eakness:
r
•
itch.
e to market other products
Pearls,
• Many therapeutic products
about to expire
• Lack of trained sales force.
• Non availability of Majo
intermediates for OTC products
Lack of experience to exploit
efficiently the growing Fast
moving healthcare market.
• Very few RX to OTC sw
• Only few products promoted
,unabl
like Pepfiz, Gesdyp & Garlic
p
c
Opportunities
• Large young female population
• Unexplored Rural markets
Threats
• Rising cost of products
• New and existing competitors
like GSK, Novartis, Morepen,
force
• Focus on only big urban cities
• Rising health care cost
• Increasing lifestyle diseases
• Saturation point of markets is faraway.
• New therapy approaches like ayurveda
Nicholas Primal India Ltd.
• High entry cost in new market.
• High promotional cost.
• High Attrition rate of marketing
5.6 CONCLUDING REMARKS
96
The SWOT analysis was carried in order to know the present status and problem the
company may face in coming days from the competitors. The OTC products that created
history are Revital, pepfiz and Valoni in Indian retail market even when the competition
was severe .market leader like Iodex and Eno were doing excellent job in meeting
consumer expectations. Ranbaxy has well planed product mix and effective promotional
strategy could hit the Indian market in rural area also .the ah se ah take effect was melted
by Valoni in urban and rural market of Maharashtra.
5.7 INTRODUCTION
Non-Prescription (OTC Drugs) industry is one of the most important industries in the
world. It is also considered as one of the most profitable industries being the third more
profitable economic activity after the tourism and the finance industry (2005) It was said
that by 2002, Non-Prescription (OTC Drugs) industry will expect to gain more than
double of accounting to $1.3 trillion, in the E7 countries namely the China, India, Brazil,
Mexico, Indonesia, Turkey and Russia that has the one fifth of global share in the
pharmaceutical share (.). Non-Prescription (OTC Drugs) industry like any other
ent diseases as well as to assist in maintaining the quality
of life. Pharmaceutical companies after mapping the environment entered the OTC
ector. Knowing that the market will accept this very positive as self medication in
countries like India, china is has been tradition.
P India
w e OTC
produ unmatched growth for decades in small rural parts of Maharashtra
where the researcher has carried the work. GlaxoSmithKline, Ranbaxy consumer health
brands which are market leaders but this may not remain the same
s the market leader since long years but the movement competition
l many people in the world that are living in a
lthy habit.
industries needs to have a strong and unique marketing strategy in order to succeed or
stay in the business.
The innovation and technological as well as organizational change of a certain business
that are involved in the pharmaceutical company changes as the needs, demands, taste
and preferences of the world change.. The Non-Prescription (OTC Drugs) industry is one
of the industries that are in great need of focus in development and production as well as
supply to help save lives, prev
s
harmaceutical major like GLAXO-SMITHKILNE entered in this OTC sector in
ith Crocin, Iodex and Eno .which created history in OTC market .The sales of th
cts showed
care division having
.Iodex pain balm wa
became sever products like valoni from Ranbaxy started acquiring the market share of
GSK-Iodex.In this competitive market of OTC products, companies like
GlaxoSmithKline, Ranbaxy consumer health care division need to relook their strategies
and craft innovative strategies and bring more number of products under the umbrella of
OTC Segment.
Medicines and drugs have a huge contribution to the health of the world. The discovery,
development as well as the effective use of drugs had helped to improved the quality of
life of many people by helping to reduce the needs for surgical involvement and the span
of time that they will be spending in the hospital and therefore help many people to save
money (2005). The consumption of drugs or medicine of the world is increasing every
year; this is due to the fact that there are stil
bad habit or unhea
97
5.8 PROFILE OF GLAXO-SMITHKILNE CONSUMER HEALTH CARE
DIVISION
INTRODUCTION
GSK leads in several therapeutic segments - dermatology, anti-helmentics, hormones,
and anti-infective. GSK’s vaccines division is ranked first in a fast-growing vaccines
market. Some leading products in India are Havrix, Varilrix, Hiberix, Engerix B and
Infanrix. GSK India’s R&D centres at Thane and Nashik have been granted recognition
by the Department of Scientific and Industrial Research, Government of India. The
number of clinical studies conducted in India is rapidly growing across a range of therapy
areas. GSK India’s social responsibility programmes focus on development of under
developed villages, women and children, specifically in the areas of healthcare and
education. GSK has two manufacturing units in India, located at Nasik and Thane as well
as a clinical development centre in Bangalore. Last year, Glaxo bought a stake in Aspen,
a generic in South Africa, & signed agreement with Dr. Reddy’s, an Indian generic firm,
o sell their products in emerging markets.
enting, Calpol,
am Pharmaceuticals (India)
ONSUMER HEALTH CARE DIVISION
t
VITAL FACTS
GSK is the second largest drug company in the world with a 5.3% share of the world’s
pharmaceutical market. GSK employs over 99,000 people in 114 countries. Over 14,500
people work in our research teams across the world to discover new medicines. Over 150
projects in clinical development – one of the largest pipelines in the industry. Every
second, we distribute more than 32 doses of Vaccines. Every minute, more than 1200
prescriptions are written for GSK products. Over one billion albendazole tablets have
been donated to combat lymphatic filariasis. Company’s global community investment
and charitable donations were £124 million in 2008.In India, GSK is one of the market
leaders with a turnover of Rs. 1880 core and a share of 5.7 per cent.GSK has seven
products in the top 50 brands, and the top five GSK products are Augm
Ceftum, Phexin, and Zinetac.GSK India’s social responsibility programmes focus on
development of under developed villages, women and children, specifically in the areas
of healthcare and education Established in the year 1924 in India GlaxoSmithKline
Pharmaceuticals Ltd. (GSK Rx India) is one of the oldest pharmaceuticals company and
employed over 3500 people. SmithKline & French appointed its first medical
representative .In 1960's.Merger of SmithKline Beech
Limited into Glaxo India Limited happened in 2001. The name of the company changed
to GlaxoSmithKline Pharmaceuticals Limited in India in the same year P Garnier had
inaugurated the GSK House in 2002.
C
GlaxoSmithKline Consumer HealthCare Ltd. (GSKCH) is an Indian associate of
GlaxoSmithKline p/c, U.K.GSKCH is one of the largest players in the Health Food
Drinks industry in India. The company, with its manufacturing plants located in Nabha,
Rajahmundry and Sonepat has a total workforce of over 2700 people, each driven by a
spirit of enterprise. GSKCH has a strong marketing and distinction network in India
comprising over 1800 wholesalers at and coverage of over 100000 retail outlets
GlaxoSmithKline’s Consumer Healthcare business is based on scientific innovation. GSK
provide money, medicines, time and equipment to non-profit organizations to help
98
improve health and education in under-served communities and focus on programs that
are ‘innovative, sustainable and bring real benefits to those most in need.
maceutical company in the country, GSK’s core value is
be a good corporate citizen. It is committed to the communities in which it works.
h it
the quality of life by enabling people to do more, feel better and
live e lives of
mil
hand to the less fortunate in our society through
the aged in the areas of health and education.”
Imp
com
bring sustainable improvements to under-served people.
arketing and distinction network in India. Company constantly
Responsibility”, thereby having strong
VALUES: Being a premier phar
to
Support to the community through charitable initiatives is the way through whic
invests in society. This is done by being proactive in improving the environment and
Participating and contributing actively for Tribal Welfare.
MISSION: To improve
longer. This mission drives the company to make a real difference to th
lions of people with effective healthcare solutions.
Mission statemen
the
t is “To lend a helping
support of women, children and
lementing this philosophy in spirit, Company make a positive contribution to the
munities in which they operate, and invest in health and education programs and
partnerships that aim to
STRENGTHS: Strong m
keeps on working towards “Corporate Social
acceptance by the society, which is a key strength. Strong emphasis on transparency,
accountability and integrity.
5.9 PRODUCTS LIST:
The company has dedicated consumer healthcare R&D centers and takes research as
seriously as marketing excellence cutting edges capability in both. The company also has
a Consumer Healthcare portfolio comprising over-the-counter (OTC) medicines, or care
products and nutritional healthcare drinks all of which are among the market leaders.
Nutritional Categories
Horlicks (is a highly respected brand which is over 100 years old in India)
Boost (advertised by Sachin Tendulkar saying “Boost is the secret of my energy”)
Viva (a biscuit category product)
Maltova (a biscuit category product)
I & Analgesics
y 6
G
Crocin (the trusted Paracetamol)
Eno (got famous through advertisement saying “Eno on Acidity Gone” within onl
seconds.
Rubefacients: Crocin
FINANCIAL STATUS
GSK is the second largest drug company in the world with a 5.3% share of the world’s
pharmaceutical market .In India, GSK is one of the market leaders with a turnover of Rs.
1880 crore and a share of 5.7 per cent. Globally, GSK is the USD 45 billion, leading,
research-based healthcare and pharmaceutical company. Its one of the product “Avandia”
came on the market in 1999 & achieved annual revenue of USD 3 billion but in 2009, the
sales plummeted to USD 1.2 billion. Increasing public awareness about health care and
the importance of self-medication as well as the rapid rise in urban living standards and
99
growing disposable income levels are combining to allow for the increased purchase of
OTC pharmaceuticals and consequently propelling growth GSK in the OTC market.
increases in rural migrant populations in urban areas have also
TC consumption, as thes rkers also fall outside the
pub e to pay for ho i
them TC p u d in
lifestyl
5.10 S LAXOSMITHKLINE C
Additionally, Large
contributed to the rise in O e migrant wo
lic health care system and hav sp tal treatment and medication
selves. This segment is also consuming O
e diseases.
rod cts in minor ailments an
WOT ANALYSIS OF G ONSUMER HEALTH
CARE DIVISON
SWOT analysis is a strategic planning method d s,
We n ts involved
pharma specifying the objective of the business and
identifying the internal and external factors that are favorable and unfavorable to achieve
The Non-Prescription (OTC Drugs) industry and the companies like
Gla S re Div o adila
Etc e alleng s that
affec t ry and th any factors that can
add rmaceutical o be
one it was h to
find u thre umer
hea c
SW
use to evaluate the Strength
ak esses, Opportunities, and Threa
ceutical companies. It involves
in Marketing OTC products by
that objective.
xo mithKline, Ranbaxy Consumer Health Ca isi n, Cipla, Morepen, and C
e . There are many factors
ere are m
ar also facing a massive amount of new ch
t he overall competition in the OTC indust
to the competitive advantage of a pha company in order for them t
important during the researc of the biggest players in OTC sector. Thus
o t the strengths weakness, opportunity and ats of the sample GSK Cons
lth are Division.
OT ANALYSIS
Strength :
• Strong market leader brands
• Global presence as one of the world best
Weakn
les.
.
• Products high cost
• Quality not at par with
ess:
• Clashing management sty
• Poor media management
company.
• Effective marketing mix
• “Corporate Social Responsibility
“driven.
•
competitor like valoni of
Ranbaxy
• Intermediates problem.
• Employee turnover is high.
• Transparency, accountability and
integrity.
Overlapping of drug portfolio
Opportunity :
• Large market for existing OTC products.
• Growing self medication among rural and
urban population
• Direct marketing to the consumers
• Conversions of many mature products to
OTC.
• FMCG intermediates for effective
distribution channel
Threats:
• Sever competition from
Domestic companies like
Ranbaxy
• OTC Products becoming
MATURE
• Non availability of OTC
products in rural parts.
• New area of OTC Herbals and
ayurvedic products.
• Rising costs of products
100
5.11 CONCLUDING REMARKS
Non-Prescription (OTC Drugs) industry is considered as one of the highly competitive
industry. The number of the companies that are emerging in the said industry is the most
obvious evidence that shows the growth and improvement as well as the development of
product. Pricing and
ther competitive strategies by companies like GSK, Ranbaxy, Zydus-Cadila, Morpen etc
te decentralized information
y getting information from another sources that have been into that situation or
thened .Pricing strategy is important to the
harmaceutical companies because most of the consumers, especially those who belong
revent specific dilemma.
he result of the presence of quality or cost
differences in diverse sections of prescription drug markets.
Therefore the price discrimination and differentiation are driven not just by the exposure
of a certain segment of the population which can afford it but by the cost, the product
amenities. Another factor that can affect the overall performance of pharmaceutical
businesses is the presence of the OTC Drugs.
These are the drugs or medicines that are offering the same effective power of a
particular substance or chemical but in a low price. This is the main competition of the
companies that are offering branded medicine because most of the consumers are
the said industry. It also shows that those businesses are entering in the said field
because it offers a profitable future for their businesses.
The growing demand for the medicine as well as drugs and the growing numbers of
pharmaceutical businesses and companies in the world, the competition in the said
industry is also high. More and more pharmaceutical are crafting RX-to-OTC switch
strategy and are innovating their products as Fast moving healthcare
o
have been altered by the development of information technology and other related forces.
There are many factors that can affect the competition in the Non-Prescription (OTC
Drugs) industry. The first and foremost is the pricing strategy of any pharmaceutical
company. It can affect the supply and demand side of the Non-Prescription (OTC Drugs)
industry. On the side of the demand, in minor ailments as first line of defense OTC
drugs are required but due to the lacking of the necessary information about the different
products , comparative prices, consumers gather or aggrega
b
experience or what so called the herd behavior effect .On the other side which is the
supply side, pricing strategies are convoluted by the fact that a firm can convey or permit
programmed experiences to other firms. Domestic manufactures claim that they can sell
abroad at higher prices if patent laws are streng
p
to the lower class C, always settle for the low price of medicine or drug.
These aspects are very important to company like GSK and Ranbaxy because innovation
is considered as one of the key to have a competitive advantage. Patenting of medication
or pharmaceutical products has a great affect to the competition in the said industry. The
research development teams as well as the laboratories have been part of a wide
competition of who will first discover the antidote for a specific disease or who will first
develop and medicine that will handle or p
The Patent moment of certain molecules are in declining stage, the products are in need
of converting it to OTC category as the competitor firms like Ranbaxy and others do. It is
believe that the price of the pharmaceutical products will decrease or will be maintained
if the competition will be encouraged. Competition depends on the pricing process of a
specific industry; according to differential pricing is the result of the increased in
opportunities for price discrimination or t
101
demanding for the cheap but effe mithKline Consume Healthcare
Division is spending large amounts in m eir OTC products in
order to create a revolutionary demand for th product that will cater the needs, demands,
preferences and
he main reason why pharmaceutical companies are spending millions of dollars for their
ecause is that because, each and every companies is running
e finish line will get an ultimate gift of
ple companies.
ctive medicines. GlaxoS
ark ting and advertising th e
e
taste of their consumers.
T
Promotional strategy is b
ehind innovation. The first one to get to th b
competitive advantage .To find out what is the competitive advantage companies of
companies like GSK and Ranbaxy. It was essential for the researcher to bring out a
WOT Analysis of the sam S
102
doc_908464789.pdf
he company has a strong global presence with over 78% of its sales from overseas
arkets. They produce a wide array of quality, generic products that are preferred by
ealth professionals and patients worldwide. While Ranbaxy’s strength lies in quality
enerics, it is slowly moving toward New Chemical Entities (NCE) and Novel Drug
Delivery Systems (NDDS) in supporting its
aspires to break into new m
a
gain access to advanced technologies.
long-term growth focus. The company
arkets as a research-based pharmaceutical entity. It has
ctively pursued strategic alliances and acquisitions to develop areas of expertise and
CHAPTER – V
COMPANY PROFILE AND S.W.O.T ANALYSIS
5.1. INTRODUCTION
5. 2. COMPANY PROFILE OF RANBAXY
5.3 RANBAXY CONSUMER HEALTH CARE DIVISION
5.4 OTC PRODUCT LIST
5.5 SWOT ANALYSIS OF RANBAXY CONSUMER HEALTH
DIVISION
5.6 CONCLUDING REMARKS
5.7 INTRODUCTION
5.8 COMPANY PROFILE OF GLAXOSMITHKLINE CONSUMER
HEALTH DIVISION
5.9 OTC PRODUCT LIST
5.10 SWOT ANALYSIS OF GLAXOSMITHKLINE CONSUMER
HEALTH DIVISION
5.11 CONCLUDING REMARKS
CHAPTER-V
COMPANY PROILE AND SWOT ANALYSIS
5.1. INTRODUCTION
The researcher has selected the research study on the marketing strategies of OTC
products with ref to GSK and Ranbaxy ltd, it becomes to bring down a detail profile of
these sample companies to understand the strategic perspective of these companies in
there whole process of making these companies as renowned companies in India and
globally. The researcher is of the opinion that these both companies have different culture
and origin .one is a global giant, playing an important role in providing highly innovative
and researched based products in the name of GlaxoSmithKline ltd and the other
domestic company known for its generic and low cost pharmaceutical products. Indians
feel proud when they take Ranbaxy laboratory drug as the most innovative drug company
and number one Indian companies fighting global players like GSK on different levels.
The Endeavour at Ranbaxy is to provide value through pioneering work, research &
development and quality pharmaceuticals across the globe. Ranbaxy keeps alive this
endeavor as it steps into the new millennium, and reaffirms its commitment to the
environment, the people and a healthier future. As one of the top pharmaceuticals in India
and worldwide, Ranbaxy Laboratories Limited has its products sold in over 100 countries
nd manufactured in seven countries.
he company has a strong global presence with over 78% of its sales from overseas
arkets. They produce a wide array of quality, generic products that are preferred by
ealth professionals and patients worldwide. While Ranbaxy’s strength lies in quality
enerics, it is slowly moving toward New Chemical Entities (NCE) and Novel Drug
long-term growth focus. The company
arkets as a research-based pharmaceutical entity. It has
ctively pursued strategic alliances and acquisitions to develop areas of expertise and
a
T
m
h
g
Delivery Systems (NDDS) in supporting its
aspires to break into new m
a
gain access to advanced technologies.
The Company's major research focus lays in Urology, Anti-infective, Respiratory, Anti-
inflammatory and Metabolic disorders segments. Ranbaxy’s vision is to achieve
significant business in proprietary prescription products by 2012 with a strong presence
in developed markets.
This chapter has its own importance in this study. It will bring out the detail profile of the
sample companies and narrow down to the consumer health care divisions of both the
companies to know their OTC product portfolios and their present market status.
The second half of the study of this chapter is based on the SWOT analysis of the sample
companies and knows their: Strengths, Weakness, Opportunities and Threats. So that the
fertile land for the next chapter which was of Data presentation and Analysis and
interpretation is prepared.
89
5.2 COMPANY PROFILE
Ranbaxy Laboratories Ltd. is the largest pharmaceutical company in India, and one of the
world's top 100 pharmaceutical companies. Long a specialist in the preparation of generic
drugs, Ranbaxy is also one of the world's top 10 in that pharmaceutical category as well.
Yet, with India's agreement to apply international patent law at the beginning of 2005,
Ranbaxy has begun converting itself into a full-fledged research-based pharmaceutical
company. A major part of this effort has been the establishment of the company's own
research and development center, which has enabled the company to begin to enter the
new chemical entities (NCE) and novel drug delivery systems (NDDS) markets. In the
mid-2000s, the company had a number of NCEs in progress, and had already launched its
first NDDS product, a single daily dosage formulation of ciprofloxacin. Ranbaxy is a
truly global operation, producing its pharmaceutical preparations in manufacturing
facilities in seven countries, supported by sales and marketing subsidiaries in 44
countries, reaching more than 100 countries throughout the world. The United States,
which alone accounts for nearly half of all pharmaceutical sales in the world, is the
company's largest international market, representing more than 40 percent of group sales.
In Europe, the company's purchase of RPG (Aventis) S.A. makes it the largest generics
producer in that market. The company is also a leading generics producer in the United
Kingdom and Germany and elsewhere in Europe. European sales added 16 percent to the
company's sales in 2004. Ranbaxy's other major markets include Brazil, Russia, and
China, as well as India, which together added 26 percent to the group's sales. Ranbaxy
posted revenues of $1.18 billion in 2004. The company, which remains controlled and led
by the founding Singh family, is listed on the National Stock Exchange of India in
Mumbai. Ranbaxy Laboratories Limited, India's largest pharmaceutical company, is an
integrated, research based, international pharmaceutical company, producing a wide
range of quality, affordable generic medicines, trusted by healthcare professionals and
patients across geographies. Ranked 8th amongst the global generic pharmaceutical
companies, Ranbaxy today has a presence in 23 of the top 25 pharmaceutical markets of
the world. The Company has a global footprint in 49 countries, world-class
manufacturing facilities in 11 countries and serves customers in over 125 countries.
Ranbaxy Laboratories (Ranbaxy) is a pharmaceutical company. The company is involved
in manufacturing and trading of formulations, active pharmaceuticals ingredients (API)
and intermediates, generics, drug discovery and consumer health care products. It also
focuses on research and development activities primarily in India. The company operates
in India, Europe, North America and Asia Pacific. It is headquartered in Gurgaon, India
and employs about 12,000 people. The company recorded revenues of INR74, 256
million (approximately $1,799.2 million) in the fiscal year ended December 2007, an
increase of 19.8% over 2006. The company's operating profit was INR11, 397.2 million
(approximately $276.2 million) in fiscal 2007, an increase of 51% over 2006. Its net
profit was INR7,744.9 million (approximately $187.7 million) in fiscal 2007, an increase
of 51.8% over 2006.In June 2008, Ranbaxy entered into an alliance with one of the
largest Japanese innovator companies, Daiichi Sankyo Company Ltd., to create an
innovator and generic pharmaceutical powerhouse. The combined entity now ranks
among the top 15 pharmaceutical companies, globally. The transformational deal will
place Ranbaxy in a higher growth trajectory and it will emerge stronger in terms of its
global reach and in its capabilities in drug development and manufacturing.
Vision & Aspirations: Ranbaxy is driven by its vision to achieve significant business in
proprietary prescription products by 2012 with a strong presence in developed markets.
90
The Company aspires to be amongst the Top 5 global generic players and aims at
achieving global sales of US $5 Bn by 2012.
Financials: Ranbaxy was incorporated in 1961 and went public in 1973. For the year
2008, the Company recorded Global Sales of US $ 1,682 Mn, reflecting a growth of 4%.
The Company has a balanced mix of revenues from emerging and developed markets that
contribute 54% and 39% respectively. In 2008, North America, the Company's largest
market contributed sales of US $ 449 Mn, followed by Europe garnering US $ 330 Mn.
ing and developed markets to strengthen its
its business strategy
houses dedicated facilities for generics research and innovative
ical
e Company out-
lders
bal
over 12,000 strong multicultural workforce
dosage forms sales. Ranbaxy’s diverse product basket of over 5,000 SKUs available in
Business in Asia is going strong with India clocking sales of around US $ 300 Mn with
market leadership in several business segments, backed by strong brand-building skills.
Strategy: Ranbaxy is focused on increasing the momentum in the generics business in its
key markets through organic and inorganic growth routes. Growth is well spread across
geographies with focus on emerging markets The Company continues to evaluate
acquisition opportunities in India, emerg
business and competitiveness. Ranbaxy has forayed into high growth potential segments
like Biologics, Oncology and injectables. These new growth areas will add significant
depth to the existing product pipeline.
R&D: Ranbaxy views its R&D capabilities as a vital component of
that will provide a sustainable, long-term competitive advantage. The Company has a
pool of over 1,200 scientists engaged in path-breaking research. Ranbaxy is among the
few Indian pharmaceutical companies in India to have started its research program in the
late 70's, in support of its global ambitions. A first-of-its-kind world class R&D centre
was commissioned in 1994. Today, the Company's multi-disciplinary R&D centre at
Gurgaon, in India,
research. The robust R&D environment for both drug discovery and development reflects
the Company's commitment to be a leader in the generics space offering value added
formulations based on its Novel Drug Delivery System (NDDS) and New Chem
Entity (NCE) research capabilities.
The new drug research areas at Ranbaxy include anti-infective, inflammatory /
respiratory, metabolic diseases, and oncology, urology and anti-malaria therapies.
Presently, the Company has 8-10 programs including one Anti-malaria combination drug,
Arterolane maleate + Piperaquine phosphate for which Phase-III clinical trials have
commenced in India, Bangladesh and Thailand.. The Company has signed collaborative
research programs with GSK and Merck.
NDDS focus is mainly on the development of NDA/ANDAs of oral controlled-release
products for the regulated markets. Ranbaxy’s first significant international success using
the NDDS technology platform came in September 1999, when th
licensed its first once-a-day formulation to a multinational company.
People: The Company’s business philosophy based on delivering value to its stakeho
constantly inspires its people to innovate, achieve excellence and set new glo
benchmarks. Driven by the passion of its
comprising over 50 nationalities, Ranbaxy continues to aggressively pursue its mission to
become a Research-based International Pharmaceutical Company and attain a true global
leadership position.
Products: Using the finest R&D and Manufacturing facilities, Ranbaxy Laboratories
Limited manufacture and markets generic pharmaceuticals, value added generic
pharmaceuticals, branded generics, active Pharmaceuticals (API) and intermediates.
The Company remains focused on ascending the value chain in the marketing of
pharmaceutical substances and are determined to bring in increased revenues from
91
over 125 countries worldwide encompasses a wide therapeutic mix covering a majority of
the chronic and acute segments. Healthcare trends project that the chronic treatment
avering determination to achieve
global marks. Our people have consistently risen above all
l of some
nd
ment it for the best of the
arket it targets. Ranbaxy possesses the manufacturing strengths that have established it
ded generics and a major supplier of its range
manufacturing facilities in 11 countries
cater to the requirements of the
cal regulatory bodies of that country while the Indian facilities meet the requirements of
ry Agencies. Some of the agencies such as MCA-UK, MCC-
ng
international Good Manufacturing Practices and have
roducts for safety, quality and efficacy.
views its R&D capabilities as a vital component of its business strategy that will
ble, long-term competitive advantage. The company
entists who are engaged in path-breaking research.
nment within the company for both drug discovery &
be a leader in the generics space and
lations based on the Company's Novel Drug Delivery System
DDS) and New Chemical Entity (NCE) research outcomes.
segments will outpace the acute treatment segments, primarily driven by a growing aging
population and dominance of lifestyle diseases. Our robust performance in
Cardiovascular, Central Nervous System, Respiratory, Dermatology, Orthopedics,
Nutritionals and Urology segments, clearly indicates that the Company has strengthened
its presence in the fast-growing chronic and lifestyle disease segments.
It also has Top 20Molecules like • Simvastatin, AmoxiClav Potassium • Isotretinoin,
Amoxicillin and Combinations, Ciprofloxacin, Ginseng+Vitamins, •Diclofenac and
Combinations, • Ranitidine, • Cefaclor, Atorvastatin and Combinations, • Fenofibrate,
Ofloxacin and Combinations to name few.
Worldwide Operations: Global Pharmaceutical Companies are experiencing an ever
changing landscape ripe with challenges and opportunities. In this challenging
environment Company is enhancing its reach leveraging its competitive advantages to
become a top player. Driven by innovation and speed to market we focus on delivering
world-class generics at an affordable price. Our unw
excellence leads us to new
challenges maximized opportunities and positioned Ranbaxy as a leader in the global
generics space. Ranbaxy’s global footprint extends to 49 countries embracing different
locales and cultures to form a family of 51 nationalities with an intellectual poo
of the best minds in the world.
Manufacturing Facilities: Organizations’ capabilities and intent are strongly reflected in
the product it manufactures. In other words, the manufacturing competencies a
facilities echo truly, the R&D extent and the ability to imple
m
as a producer of world-class generics, bran
of Active Pharmaceutical Ingredients for pharmaceutical products of companies
worldwide. Ranbaxy has world-class
namely Brazil, China, Ireland, India, Japan, Malaysia, Nigeria, Romania, South Africa,
USA and Vietnam. Its overseas facilities are designed to
lo
all International Regulato
South Africa, FDA-USA and TGA-Australia, have audited Ranbaxy’s manufacturi
facilities for the compliance with
registered its p
Research & Development:
Ranbaxy
provide the company with a sustaina
today has a pool of 1,200 sci
The robust R&D enviro
development reflects the Company's commitment to
offer value added formu
(N
MAJOR PRODUCTS AND SERVICES
Ranbaxy Laboratories (Ranbaxy) produces pharmaceuticals. The company's key products
and activities include the following Products:
Active Pharmaceuticals (API) and intermediates, Consumer health care products, Generic
pharmaceuticals, Activities, Research and development
92
TOP COMPETITORS
The following companies are the major competitors of Ranbaxy Laboratories Limited
Dr. Reddy's Laboratories Limited
Abbott India
Morepen Laboratories
Kopran
Sun Pharmaceuticals Industries Ltd
Nicholas Piramal India Ltd
Novartis India Limited
GlaxoSmithKline Pharmaceuticals (India) Limited
IPCA Laboratories Ltd
5.3 RANBAXY GLOBAL CONSUMER HEALTH CARE
Moving up the value chain, Ranbaxy identified Consumer Healthcare as its new business
area in the year 2001. Subsequently, Ranbaxy Global Consumer Healthcare (RGCH)
business was initiated with the launch of 4 brands: Revital, Pepfiz, and Gesdyp & Garlic
Pearls. These brands had a strong equity with consumers and represented the leading
common ailment categories like VMS (Vitamins & Minerals Supplement); this portfolio
was carefully crafted for the introduction of Ranbaxy's consumer healthcare business in
h
%, Revital is ranked 15th in the Indian
Pharmaceutical market
siness Communication platform 'The Rainbow Coalition
‘which is an integrated communication program targeted at doctors at one end and
consumers at the other .consumers are targeted through effective advertisements across
ith this ap ness continu octors to
Simu availability of the product has
g
n st
The distribution infrastructu w with about 600 Distributors
n ales Represe DSRs) representin arket.
Organic and inorganic growth is planned through strategic alliances and/or acquisitions in
the large and exciting OT . These expansions will serve the
o valu
expansion, RGCH continues to focus on ‘growth countries’ which include Russia,
nia, Vietnam laysia. ansion is
ast European countries
India. Subsequently in 2004, RGCH launched its first herbal range of products throug
New Age Herbals (NAH), with products offering remedies in categories of Cough &
Cold (Olesan Oil & Cough Syrups) and Appetite Stimulant (Eat Ease).In 2005, another
popular brand, Chericof – The complete cough formula was introduced. During 2006, the
business registered sales of US $ 19 Mn registering a growth of 19%. Revital, the
flagship brand continues to maintain leadership in its segment.
Ranbaxy's Global Consumer Healthcare (RGCH) business recorded sales ofRs 1,899 Mn
(USD 44 Mn), growth of 25% for the year 2008. For the Quarter, the business grew by
33%, registering safes of Rs 583 Mn (USD 12 Mn). Market share of Revital increased to
86 % and Violin captured a market share of 31
RGCH has chosen a unique Bu
th
generate prescriptions flow and enhan
e area. In line w proach, the busi
ce doctor endorsem
es to reach out to the D
ents for RGCH brands.
ltaneously consumer comm
ed in enhanced covera
unication and widespread
e. This Rainbow Coalition h
prescription growth.
elp effort has resulted in sales and
Sales and Distribution: RGCH pursued a diffe
e
rentiated sale
for its products, and a fir
s & distribution Strategy of
of its kind attempt at Ranbaxy. gaging, FMCG distributors
re of RGCH continues to gro
ntatives ( a d Distributor S g RGCH in the Indian m
C and Herbal markets
e for its stakeholders .In its first phase of geographical c nsumer and enhance
U
planned in C
kraine, Roma
entral and E
, Myanmar and Ma The next stage of exp
93
5.4 OTC PRODUCT LIST
S
No
Brand name Generic name Therapeutic segment
1
UGH
SYRUP
Cough Syrup for
CCA - Cough, Cold & Allergy
CHERICOF CO Complete
family
2 CHERICOF SOFTGEL Cough remedy capsules CCA - Cough, Cold & Allergy
ildren
3 EATEASE
Appetite enhancer-Ch
(Herbal)
GI - Gastro-intestinal
4 GARLIC PEARLS
Garlic oil for all round
health
GI - Gastro-intestinal
Enzymes testinal 5 GESDYP Digestive GI - Gastro-in
6 OLESAN GEL Cold rub (Herbal) CCA - Cough, Cold & Allergy
GES llergy 7 OLESAN LOZEN
Cough & sore throat cure (
Herbal)
CCA - Cough, Cold & A
8 OLESAN OIL
Nasal decongestant oil
(Herbal)
CCA - Cough, Cold & Allergy
enzymes
9 PEPFIZ
Effervescent digestive
GI - Gastro-intestinal
Ginseng, vitamins & VMS-Vitamins, Minerals &
10
REVITAL SOFTGELS
minerals Supplements
11
REVITAL LIQUID
Ginseng, vitamins &
minerals
VMS-Vitamins, Minerals &
Supplements
12 VOLINI GEL Complete Pain relief Gel ANALGESIC-Topical
13 VOLINI SPRAY Complete Pain relief Spray ANALGESIC-Topical
14 VOLINI TABS Complete Pain relief tabs ANALGESIC-Oral
Source: http//www.ranbaxyltd.com
5.5 SWOT ANALYSIS OF RANBAXY CONSUMER HEALTH CARE DIVISION
Introduction:
94
SWOT is a strategic planning tool, usually used as apart of doing an environmental
scanning, that help identify external factors that need to be planned and internal
environment factors like strength and weakness.
A scan of internal and external environment is an important part of strategic planning
wn for its generic products worldwide. Its consumer healthcare
.Reseacher has made an attempt to explore the strengths and
sumer
e launch of 4 brands: Revital, Pepfiz and Gesdyp & Garlic Pearls. These brands
ad a strong equity with consumers and represented the leading common ailment
ategories like VMS (Vitamins & Minerals Supplement); this portfolio was carefully
rafted for the introduction of Ranbaxy's consumer healthcare business in India.
he Researcher investigated that there is huge market inside the rural parts of study area.
here the products are not available .in order to understand what the problem is, the
a SWOT analysis to know the strengths and weakness of the
ample companies.
he st the company was required to know in order to under stand the
perform
Sec d esses the c p t the
compan come the weakness in this c
important to know the opportunities the company has in existing m
product and if launches any new products in the OT e m
com t any pharmaceutic TC
market with their new market entry strategy and aggressive adve
Hence this SWOT analysis plays an important role in bringing out an in-depth analysis of
inte a ovative a n
bring about a com ers and company at
large.
S.W.O.T ANALYSIS
process. Environmental factors internal to the company can be Strength and Weakness
and those external to the company can be referred as Threats and Opportunities. Such an
analysis of the strategic environments SWOT analysis.
Ranbaxy is well-kno
division is adding new feathers in the cap of success in Ranbaxy growth. Revital created
history as an OTC product
weakness of the consumer division in order to craft marketing strategies against
competitors like Novartis, GSK, Morepen and Himalaya Drug Company. Marketing OTC
products to rural consumers where the distribution channel is matter of concern and
chemists do not have that reach .companies like this need to develop there own channel
of distribution channel and reach the rural markets making OTC products available in
different minor ailments. Moving up the value chain, Ranbaxy identified Con
Healthcare as its new business area in the year 2001.
Subsequently, Ranbaxy Global Consumer Healthcare (RGCH) business was initiated
with th
h
c
c
T
W
researcher had carried
S
T rength of
ance in this sector.
on ly to study in depth the weakn
y can do to over
om any has and analyze wha
ompetitive market. it was also
arket with existing
C s ctor and finally the threats fro
als are trying to grab the O
rtising strategies.
pe itors was to be analyzed as m
rn l and external environment to craft inn
petitive advantage and add value to the consum
str tegies which can in long run ca
95
Strength
• Largest Domestic company and
established Brand
• Low cost products
• Large skilled marketing force.
generics.
• High Promotion and advertisement
'The Rainbow Coalition' communication
rogram targeted at doctors at one end and
onsumers at the other
W
• Market leader products like Revital.
• Efficient technologies for large no of
eakness:
r
•
itch.
e to market other products
Pearls,
• Many therapeutic products
about to expire
• Lack of trained sales force.
• Non availability of Majo
intermediates for OTC products
Lack of experience to exploit
efficiently the growing Fast
moving healthcare market.
• Very few RX to OTC sw
• Only few products promoted
,unabl
like Pepfiz, Gesdyp & Garlic
p
c
Opportunities
• Large young female population
• Unexplored Rural markets
Threats
• Rising cost of products
• New and existing competitors
like GSK, Novartis, Morepen,
force
• Focus on only big urban cities
• Rising health care cost
• Increasing lifestyle diseases
• Saturation point of markets is faraway.
• New therapy approaches like ayurveda
Nicholas Primal India Ltd.
• High entry cost in new market.
• High promotional cost.
• High Attrition rate of marketing
5.6 CONCLUDING REMARKS
96
The SWOT analysis was carried in order to know the present status and problem the
company may face in coming days from the competitors. The OTC products that created
history are Revital, pepfiz and Valoni in Indian retail market even when the competition
was severe .market leader like Iodex and Eno were doing excellent job in meeting
consumer expectations. Ranbaxy has well planed product mix and effective promotional
strategy could hit the Indian market in rural area also .the ah se ah take effect was melted
by Valoni in urban and rural market of Maharashtra.
5.7 INTRODUCTION
Non-Prescription (OTC Drugs) industry is one of the most important industries in the
world. It is also considered as one of the most profitable industries being the third more
profitable economic activity after the tourism and the finance industry (2005) It was said
that by 2002, Non-Prescription (OTC Drugs) industry will expect to gain more than
double of accounting to $1.3 trillion, in the E7 countries namely the China, India, Brazil,
Mexico, Indonesia, Turkey and Russia that has the one fifth of global share in the
pharmaceutical share (.). Non-Prescription (OTC Drugs) industry like any other
ent diseases as well as to assist in maintaining the quality
of life. Pharmaceutical companies after mapping the environment entered the OTC
ector. Knowing that the market will accept this very positive as self medication in
countries like India, china is has been tradition.
P India
w e OTC
produ unmatched growth for decades in small rural parts of Maharashtra
where the researcher has carried the work. GlaxoSmithKline, Ranbaxy consumer health
brands which are market leaders but this may not remain the same
s the market leader since long years but the movement competition
l many people in the world that are living in a
lthy habit.
industries needs to have a strong and unique marketing strategy in order to succeed or
stay in the business.
The innovation and technological as well as organizational change of a certain business
that are involved in the pharmaceutical company changes as the needs, demands, taste
and preferences of the world change.. The Non-Prescription (OTC Drugs) industry is one
of the industries that are in great need of focus in development and production as well as
supply to help save lives, prev
s
harmaceutical major like GLAXO-SMITHKILNE entered in this OTC sector in
ith Crocin, Iodex and Eno .which created history in OTC market .The sales of th
cts showed
care division having
.Iodex pain balm wa
became sever products like valoni from Ranbaxy started acquiring the market share of
GSK-Iodex.In this competitive market of OTC products, companies like
GlaxoSmithKline, Ranbaxy consumer health care division need to relook their strategies
and craft innovative strategies and bring more number of products under the umbrella of
OTC Segment.
Medicines and drugs have a huge contribution to the health of the world. The discovery,
development as well as the effective use of drugs had helped to improved the quality of
life of many people by helping to reduce the needs for surgical involvement and the span
of time that they will be spending in the hospital and therefore help many people to save
money (2005). The consumption of drugs or medicine of the world is increasing every
year; this is due to the fact that there are stil
bad habit or unhea
97
5.8 PROFILE OF GLAXO-SMITHKILNE CONSUMER HEALTH CARE
DIVISION
INTRODUCTION
GSK leads in several therapeutic segments - dermatology, anti-helmentics, hormones,
and anti-infective. GSK’s vaccines division is ranked first in a fast-growing vaccines
market. Some leading products in India are Havrix, Varilrix, Hiberix, Engerix B and
Infanrix. GSK India’s R&D centres at Thane and Nashik have been granted recognition
by the Department of Scientific and Industrial Research, Government of India. The
number of clinical studies conducted in India is rapidly growing across a range of therapy
areas. GSK India’s social responsibility programmes focus on development of under
developed villages, women and children, specifically in the areas of healthcare and
education. GSK has two manufacturing units in India, located at Nasik and Thane as well
as a clinical development centre in Bangalore. Last year, Glaxo bought a stake in Aspen,
a generic in South Africa, & signed agreement with Dr. Reddy’s, an Indian generic firm,
o sell their products in emerging markets.
enting, Calpol,
am Pharmaceuticals (India)
ONSUMER HEALTH CARE DIVISION
t
VITAL FACTS
GSK is the second largest drug company in the world with a 5.3% share of the world’s
pharmaceutical market. GSK employs over 99,000 people in 114 countries. Over 14,500
people work in our research teams across the world to discover new medicines. Over 150
projects in clinical development – one of the largest pipelines in the industry. Every
second, we distribute more than 32 doses of Vaccines. Every minute, more than 1200
prescriptions are written for GSK products. Over one billion albendazole tablets have
been donated to combat lymphatic filariasis. Company’s global community investment
and charitable donations were £124 million in 2008.In India, GSK is one of the market
leaders with a turnover of Rs. 1880 core and a share of 5.7 per cent.GSK has seven
products in the top 50 brands, and the top five GSK products are Augm
Ceftum, Phexin, and Zinetac.GSK India’s social responsibility programmes focus on
development of under developed villages, women and children, specifically in the areas
of healthcare and education Established in the year 1924 in India GlaxoSmithKline
Pharmaceuticals Ltd. (GSK Rx India) is one of the oldest pharmaceuticals company and
employed over 3500 people. SmithKline & French appointed its first medical
representative .In 1960's.Merger of SmithKline Beech
Limited into Glaxo India Limited happened in 2001. The name of the company changed
to GlaxoSmithKline Pharmaceuticals Limited in India in the same year P Garnier had
inaugurated the GSK House in 2002.
C
GlaxoSmithKline Consumer HealthCare Ltd. (GSKCH) is an Indian associate of
GlaxoSmithKline p/c, U.K.GSKCH is one of the largest players in the Health Food
Drinks industry in India. The company, with its manufacturing plants located in Nabha,
Rajahmundry and Sonepat has a total workforce of over 2700 people, each driven by a
spirit of enterprise. GSKCH has a strong marketing and distinction network in India
comprising over 1800 wholesalers at and coverage of over 100000 retail outlets
GlaxoSmithKline’s Consumer Healthcare business is based on scientific innovation. GSK
provide money, medicines, time and equipment to non-profit organizations to help
98
improve health and education in under-served communities and focus on programs that
are ‘innovative, sustainable and bring real benefits to those most in need.
maceutical company in the country, GSK’s core value is
be a good corporate citizen. It is committed to the communities in which it works.
h it
the quality of life by enabling people to do more, feel better and
live e lives of
mil
hand to the less fortunate in our society through
the aged in the areas of health and education.”
Imp
com
bring sustainable improvements to under-served people.
arketing and distinction network in India. Company constantly
Responsibility”, thereby having strong
VALUES: Being a premier phar
to
Support to the community through charitable initiatives is the way through whic
invests in society. This is done by being proactive in improving the environment and
Participating and contributing actively for Tribal Welfare.
MISSION: To improve
longer. This mission drives the company to make a real difference to th
lions of people with effective healthcare solutions.
Mission statemen
the
t is “To lend a helping
support of women, children and
lementing this philosophy in spirit, Company make a positive contribution to the
munities in which they operate, and invest in health and education programs and
partnerships that aim to
STRENGTHS: Strong m
keeps on working towards “Corporate Social
acceptance by the society, which is a key strength. Strong emphasis on transparency,
accountability and integrity.
5.9 PRODUCTS LIST:
The company has dedicated consumer healthcare R&D centers and takes research as
seriously as marketing excellence cutting edges capability in both. The company also has
a Consumer Healthcare portfolio comprising over-the-counter (OTC) medicines, or care
products and nutritional healthcare drinks all of which are among the market leaders.
Nutritional Categories
Horlicks (is a highly respected brand which is over 100 years old in India)
Boost (advertised by Sachin Tendulkar saying “Boost is the secret of my energy”)
Viva (a biscuit category product)
Maltova (a biscuit category product)
I & Analgesics
y 6
G
Crocin (the trusted Paracetamol)
Eno (got famous through advertisement saying “Eno on Acidity Gone” within onl
seconds.
Rubefacients: Crocin
FINANCIAL STATUS
GSK is the second largest drug company in the world with a 5.3% share of the world’s
pharmaceutical market .In India, GSK is one of the market leaders with a turnover of Rs.
1880 crore and a share of 5.7 per cent. Globally, GSK is the USD 45 billion, leading,
research-based healthcare and pharmaceutical company. Its one of the product “Avandia”
came on the market in 1999 & achieved annual revenue of USD 3 billion but in 2009, the
sales plummeted to USD 1.2 billion. Increasing public awareness about health care and
the importance of self-medication as well as the rapid rise in urban living standards and
99
growing disposable income levels are combining to allow for the increased purchase of
OTC pharmaceuticals and consequently propelling growth GSK in the OTC market.
increases in rural migrant populations in urban areas have also
TC consumption, as thes rkers also fall outside the
pub e to pay for ho i
them TC p u d in
lifestyl
5.10 S LAXOSMITHKLINE C
Additionally, Large
contributed to the rise in O e migrant wo
lic health care system and hav sp tal treatment and medication
selves. This segment is also consuming O
e diseases.
rod cts in minor ailments an
WOT ANALYSIS OF G ONSUMER HEALTH
CARE DIVISON
SWOT analysis is a strategic planning method d s,
We n ts involved
pharma specifying the objective of the business and
identifying the internal and external factors that are favorable and unfavorable to achieve
The Non-Prescription (OTC Drugs) industry and the companies like
Gla S re Div o adila
Etc e alleng s that
affec t ry and th any factors that can
add rmaceutical o be
one it was h to
find u thre umer
hea c
SW
use to evaluate the Strength
ak esses, Opportunities, and Threa
ceutical companies. It involves
in Marketing OTC products by
that objective.
xo mithKline, Ranbaxy Consumer Health Ca isi n, Cipla, Morepen, and C
e . There are many factors
ere are m
ar also facing a massive amount of new ch
t he overall competition in the OTC indust
to the competitive advantage of a pha company in order for them t
important during the researc of the biggest players in OTC sector. Thus
o t the strengths weakness, opportunity and ats of the sample GSK Cons
lth are Division.
OT ANALYSIS
Strength :
• Strong market leader brands
• Global presence as one of the world best
Weakn
les.
.
• Products high cost
• Quality not at par with
ess:
• Clashing management sty
• Poor media management
company.
• Effective marketing mix
• “Corporate Social Responsibility
“driven.
•
competitor like valoni of
Ranbaxy
• Intermediates problem.
• Employee turnover is high.
• Transparency, accountability and
integrity.
Overlapping of drug portfolio
Opportunity :
• Large market for existing OTC products.
• Growing self medication among rural and
urban population
• Direct marketing to the consumers
• Conversions of many mature products to
OTC.
• FMCG intermediates for effective
distribution channel
Threats:
• Sever competition from
Domestic companies like
Ranbaxy
• OTC Products becoming
MATURE
• Non availability of OTC
products in rural parts.
• New area of OTC Herbals and
ayurvedic products.
• Rising costs of products
100
5.11 CONCLUDING REMARKS
Non-Prescription (OTC Drugs) industry is considered as one of the highly competitive
industry. The number of the companies that are emerging in the said industry is the most
obvious evidence that shows the growth and improvement as well as the development of
product. Pricing and
ther competitive strategies by companies like GSK, Ranbaxy, Zydus-Cadila, Morpen etc
te decentralized information
y getting information from another sources that have been into that situation or
thened .Pricing strategy is important to the
harmaceutical companies because most of the consumers, especially those who belong
revent specific dilemma.
he result of the presence of quality or cost
differences in diverse sections of prescription drug markets.
Therefore the price discrimination and differentiation are driven not just by the exposure
of a certain segment of the population which can afford it but by the cost, the product
amenities. Another factor that can affect the overall performance of pharmaceutical
businesses is the presence of the OTC Drugs.
These are the drugs or medicines that are offering the same effective power of a
particular substance or chemical but in a low price. This is the main competition of the
companies that are offering branded medicine because most of the consumers are
the said industry. It also shows that those businesses are entering in the said field
because it offers a profitable future for their businesses.
The growing demand for the medicine as well as drugs and the growing numbers of
pharmaceutical businesses and companies in the world, the competition in the said
industry is also high. More and more pharmaceutical are crafting RX-to-OTC switch
strategy and are innovating their products as Fast moving healthcare
o
have been altered by the development of information technology and other related forces.
There are many factors that can affect the competition in the Non-Prescription (OTC
Drugs) industry. The first and foremost is the pricing strategy of any pharmaceutical
company. It can affect the supply and demand side of the Non-Prescription (OTC Drugs)
industry. On the side of the demand, in minor ailments as first line of defense OTC
drugs are required but due to the lacking of the necessary information about the different
products , comparative prices, consumers gather or aggrega
b
experience or what so called the herd behavior effect .On the other side which is the
supply side, pricing strategies are convoluted by the fact that a firm can convey or permit
programmed experiences to other firms. Domestic manufactures claim that they can sell
abroad at higher prices if patent laws are streng
p
to the lower class C, always settle for the low price of medicine or drug.
These aspects are very important to company like GSK and Ranbaxy because innovation
is considered as one of the key to have a competitive advantage. Patenting of medication
or pharmaceutical products has a great affect to the competition in the said industry. The
research development teams as well as the laboratories have been part of a wide
competition of who will first discover the antidote for a specific disease or who will first
develop and medicine that will handle or p
The Patent moment of certain molecules are in declining stage, the products are in need
of converting it to OTC category as the competitor firms like Ranbaxy and others do. It is
believe that the price of the pharmaceutical products will decrease or will be maintained
if the competition will be encouraged. Competition depends on the pricing process of a
specific industry; according to differential pricing is the result of the increased in
opportunities for price discrimination or t
101
demanding for the cheap but effe mithKline Consume Healthcare
Division is spending large amounts in m eir OTC products in
order to create a revolutionary demand for th product that will cater the needs, demands,
preferences and
he main reason why pharmaceutical companies are spending millions of dollars for their
ecause is that because, each and every companies is running
e finish line will get an ultimate gift of
ple companies.
ctive medicines. GlaxoS
ark ting and advertising th e
e
taste of their consumers.
T
Promotional strategy is b
ehind innovation. The first one to get to th b
competitive advantage .To find out what is the competitive advantage companies of
companies like GSK and Ranbaxy. It was essential for the researcher to bring out a
WOT Analysis of the sam S
102
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