Marketing strategy of Cipla Global Ltd Generics versus Drug Discovery

Posted by Zander Henry on Aug-22-2018

1. The vision of Cipla Global Ltd Generics versus Drug Discovery

The vision of Cipla Global Ltd Generics versus Drug Discovery is to be the leading quality service and product provider for customers. Being the best and the leading player means that Cipla Global Ltd Generics versus Drug Discovery marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Cipla Global Ltd Generics versus Drug Discovery

Cipla Global Ltd Generics versus Drug Discovery marketing strategy is grounded in its mission. The mission for Cipla Global Ltd Generics versus Drug Discovery is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Cipla Global Ltd Generics versus Drug Discovery

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery. The knowledge of brand equity will help in shaping Cipla Global Ltd Generics versus Drug Discovery marketing strategy effectively – thereby facilitating the growth of business for Cipla Global Ltd Generics versus Drug Discovery.

3.1. Brand awareness

• Cipla Global Ltd Generics versus Drug Discovery has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Cipla Global Ltd Generics versus Drug Discovery has modified marketing and strategic directives and plans

3.2. Brand association

• Cipla Global Ltd Generics versus Drug Discovery is directly associated with the brand name and product category
• Cipla Global Ltd Generics versus Drug Discovery has a broad product portfolio
• Cipla Global Ltd Generics versus Drug Discovery is associated with promising and delivering quality and innovative products
• Cipla Global Ltd Generics versus Drug Discovery is also associated with excellent customer service

3.3. Brand loyalty

• Cipla Global Ltd Generics versus Drug Discovery has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Cipla Global Ltd Generics versus Drug Discovery has a global customer base
• Cipla Global Ltd Generics versus Drug Discovery keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Cipla Global Ltd Generics versus Drug Discovery has a substantial brand value
• Cipla Global Ltd Generics versus Drug Discovery also enjoys the high financial worth
• Cipla Global Ltd Generics versus Drug Discovery focuses on building a reliable and robust employee base

3.5. Brand element

• Cipla Global Ltd Generics versus Drug Discovery uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Cipla Global Ltd Generics versus Drug Discovery

The situational analysis will help in developing the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Cipla Global Ltd Generics versus Drug Discovery.

4.1. SWOT

4.1.1. Strengths

Cipla Global Ltd Generics versus Drug Discovery marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Cipla Global Ltd Generics versus Drug Discovery faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Cipla Global Ltd Generics versus Drug Discovery has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Cipla Global Ltd Generics versus Drug Discovery faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Cipla Global Ltd Generics versus Drug Discovery operates I markets with political stability
• Cipla Global Ltd Generics versus Drug Discovery has funding support from the government for small businesses

4.2.2. Economic

• Cipla Global Ltd Generics versus Drug Discovery enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Cipla Global Ltd Generics versus Drug Discovery
• Low inflation strengthens the financial position of Cipla Global Ltd Generics versus Drug Discovery

4.2.3. Social

• Higher education and awareness increases sales of Cipla Global Ltd Generics versus Drug Discovery predict
• Cipla Global Ltd Generics versus Drug Discovery focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Cipla Global Ltd Generics versus Drug Discovery has an active CSR program
• Cipla Global Ltd Generics versus Drug Discovery ensures environmental safety in all its operations

4.2.5. Legal

• Cipla Global Ltd Generics versus Drug Discovery is aware of local and global laws of business and human resource management
• Cipla Global Ltd Generics versus Drug Discovery abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Cipla Global Ltd Generics versus Drug Discovery: The Marketing Strategy of Cipla Global Ltd Generics versus Drug Discovery

Cipla Global Ltd Generics versus Drug Discovery marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Cipla Global Ltd Generics versus Drug Discovery brand and products by 30%
• Increase sales for Cipla Global Ltd Generics versus Drug Discovery by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Cipla Global Ltd Generics versus Drug Discovery during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Cipla Global Ltd Generics versus Drug Discovery

Cipla Global Ltd Generics versus Drug Discovery marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Cipla Global Ltd Generics versus Drug Discovery has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Cipla Global Ltd Generics versus Drug Discovery has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Cipla Global Ltd Generics versus Drug Discovery, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Cipla Global Ltd Generics versus Drug Discovery consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Cipla Global Ltd Generics versus Drug Discovery focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Cipla Global Ltd Generics versus Drug Discovery consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Cipla Global Ltd Generics versus Drug Discovery has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Cipla Global Ltd Generics versus Drug Discovery remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Cipla Global Ltd Generics versus Drug Discovery, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Cipla Global Ltd Generics versus Drug Discovery are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Cipla Global Ltd Generics versus Drug Discovery Positioning of Cipla Global Ltd Generics versus Drug Discovery

The marketing strategy of Cipla Global Ltd Generics versus Drug Discovery targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Cipla Global Ltd Generics versus Drug Discovery is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Cipla Global Ltd Generics versus Drug Discovery focuses on quality control

7.2. Mass marketing

• The marketing strategy of Cipla Global Ltd Generics versus Drug Discovery focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Cipla Global Ltd Generics versus Drug Discovery makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Cipla Global Ltd Generics versus Drug Discovery does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Cipla Global Ltd Generics versus Drug Discovery also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Cipla Global Ltd Generics versus Drug Discovery has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Cipla Global Ltd Generics versus Drug Discovery has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery

The marketing strategy of Cipla Global Ltd Generics versus Drug Discovery stands out from the clutter and competition. Cipla Global Ltd Generics versus Drug Discovery has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Cipla Global Ltd Generics versus Drug Discovery has utilized:

8.1. Cost-effectiveness

• Cipla Global Ltd Generics versus Drug Discovery focuses on reaching consumers effectively rather than grandeur
• Cipla Global Ltd Generics versus Drug Discovery focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Cipla Global Ltd Generics versus Drug Discovery has in-house copywriters for marketing campaigns which also helps in controlling costs
• Cipla Global Ltd Generics versus Drug Discovery also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Cipla Global Ltd Generics versus Drug Discovery has stayed updated with latest developments in marketing research and marketing knowledge
• Cipla Global Ltd Generics versus Drug Discovery makes use of new and innovative tactics to reach its target consumers
• Cipla Global Ltd Generics versus Drug Discovery also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Cipla Global Ltd Generics versus Drug Discovery is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Cipla Global Ltd Generics versus Drug Discovery marketing strategy is strongly grounded in consumer and market research
• Cipla Global Ltd Generics versus Drug Discovery makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Cipla Global Ltd Generics versus Drug Discovery also incorporates consumer feedback in its marketing strategy
• Cipla Global Ltd Generics versus Drug Discovery marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Cipla Global Ltd Generics versus Drug Discovery
• In addition to fulfilling functional needs, Cipla Global Ltd Generics versus Drug Discovery also tries to fulfil the emotional and psychological needs of the consumer
• Cipla Global Ltd Generics versus Drug Discovery tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Cipla Global Ltd Generics versus Drug Discovery

Cipla Global Ltd Generics versus Drug Discovery marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Cipla Global Ltd Generics versus Drug Discovery makes use of intensive distribution strategy because it is mass marketing
• Cipla Global Ltd Generics versus Drug Discovery’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Cipla Global Ltd Generics versus Drug Discovery tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Cipla Global Ltd Generics versus Drug Discovery uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Cipla Global Ltd Generics versus Drug Discovery also makes use of modern retailing channels
• Also, Cipla Global Ltd Generics versus Drug Discovery makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Cipla Global Ltd Generics versus Drug Discovery to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Cipla Global Ltd Generics versus Drug Discovery does not have a subsidiary
• In these offshore locations, Cipla Global Ltd Generics versus Drug Discovery largely works through the export model
• This makes use of several intermediaries in between, before the product by Cipla Global Ltd Generics versus Drug Discovery reaches the target consumers
• Intermediaries for Cipla Global Ltd Generics versus Drug Discovery include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Cipla Global Ltd Generics versus Drug Discovery makes use of selective distribution channel
• Cipla Global Ltd Generics versus Drug Discovery has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Cipla Global Ltd Generics versus Drug Discovery has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery

The industry in which Cipla Global Ltd Generics versus Drug Discovery operates is very responsive to market and consumer trends. Cipla Global Ltd Generics versus Drug Discovery, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Cipla Global Ltd Generics versus Drug Discovery competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Cipla Global Ltd Generics versus Drug Discovery also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Cipla Global Ltd Generics versus Drug Discovery experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Cipla Global Ltd Generics versus Drug Discovery

The marketing mix for Cipla Global Ltd Generics versus Drug Discovery as per the marketing strategy is the following:

11.1. Product

• Cipla Global Ltd Generics versus Drug Discovery has a broad product portfolio
• Cipla Global Ltd Generics versus Drug Discovery provides mass marketed products for all segments across the market undifferentiated
• Cipla Global Ltd Generics versus Drug Discovery also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Cipla Global Ltd Generics versus Drug Discovery maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Cipla Global Ltd Generics versus Drug Discovery wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Cipla Global Ltd Generics versus Drug Discovery also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Cipla Global Ltd Generics versus Drug Discovery also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Cipla Global Ltd Generics versus Drug Discovery prices its products so that its target consumers can afford it easily
• Cipla Global Ltd Generics versus Drug Discovery uses relative pricing strategy for its products
• The price of Cipla Global Ltd Generics versus Drug Discovery’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Cipla Global Ltd Generics versus Drug Discovery has a high budget allocated towards marketing activities
• The Cipla Global Ltd Generics versus Drug Discovery invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Cipla Global Ltd Generics versus Drug Discovery marketing strategy to cap costs and expenses
• Cipla Global Ltd Generics versus Drug Discovery also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Cipla Global Ltd Generics versus Drug Discovery also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Cipla Global Ltd Generics versus Drug Discovery has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Cipla Global Ltd Generics versus Drug Discovery hires without discrimination
• Cipla Global Ltd Generics versus Drug Discovery ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Cipla Global Ltd Generics versus Drug Discovery focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Cipla Global Ltd Generics versus Drug Discovery - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Cipla Global Ltd Generics versus Drug Discovery are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Cipla Global Ltd Generics versus Drug Discovery

11.7. Physical evidence

• The physical evidence for Cipla Global Ltd Generics versus Drug Discovery includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Cipla Global Ltd Generics versus Drug Discovery, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Cipla Global Ltd Generics versus Drug Discovery is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Cipla Global Ltd Generics versus Drug Discovery for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Cipla Global Ltd Generics versus Drug Discovery interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Cipla Global Ltd Generics versus Drug Discovery also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Cipla Global Ltd Generics versus Drug Discovery brand

13. Monitoring and evaluation of the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery

13.1. Changes in sales

• Cipla Global Ltd Generics versus Drug Discovery regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Cipla Global Ltd Generics versus Drug Discovery
• Sometimes, Cipla Global Ltd Generics versus Drug Discovery experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Cipla Global Ltd Generics versus Drug Discovery frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Cipla Global Ltd Generics versus Drug Discovery to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Cipla Global Ltd Generics versus Drug Discovery can also be seen through the revenue and profit growth
• Return on investment allows Cipla Global Ltd Generics versus Drug Discovery to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Cipla Global Ltd Generics versus Drug Discovery are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Cipla Global Ltd Generics versus Drug Discovery