EXECUTIVE SUMMARY

The Indian Pharmaceutical Industry today is in the front rank of Indias

science-based industries with wide ranging capabilities in the complex
field of drug manufacture and technology. A highly organized sector, the
Indian Pharma Industry is estimated to be worth 43.5 crore. It ranks
very high in the third world, in terms of technology, quality and range of
medicines manufactured. From simple headache pills to sophisticated
antibiotics and complex cardiac compounds, almost every type of
medicine is now made indigenously.
Through This project I studied the Marketing Strategy of Cadila Health
Care Ltd. How Medical Representative/ Marketing Executive do the
Implementation of the strategies given by company in pharmaceutical
Industry?
The company is a showed success story providing employment for
millions and ensuring that essential drugs at affordable prices are
available to the vast population of this sub-continent.

 TOPIC DESCRIPTION
MARKETING STRATEGY:-
Marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage.

DEVELOPING A MARKETING STRATEGY:-

Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives. Plans
and objectives are generally tested for measurable results. Commonly,
marketing strategies are developed as multi-year plans, with a tactical
plan detailing specific actions to be accomplished in the current year.
Time horizons covered by the marketing plan vary by company, by
industry, and by nation, however, time horizons are becoming shorter as
the speed of change in the environment increases. Marketing strategies
are dynamic and interactive. They are partially planned and partially
unplanned. See strategy dynamics
TYPES OF STRATEGIES:
Marketing strategies may differ depending on the unique situation
of the individual business. However there are a number of ways of
categorizing some generic strategies. A brief description of the
most common categorizing schemes is presented below:
Strategies based onmarket dominance- In this scheme, firms
are classified based on their market share or dominance of an
industry. Typically there are four types of market dominance
strategies: Leader, Challenger , Follower, Nicer
Porter generic strategies- strategy on the dimensions of
strategic scope and strategic strength. Strategic scope refers to
the market penetration while strategic strength refers to the
firms sustainable competitive advantage. The generic strategy
framework (porter 1984) comprises two alternatives each with
two alternative scopes. These areDifferentiationandlow-cost
leadershipeach with a dimension ofFocus-broad or narrow.
 COMPANY PROFILE
HISTORY
Cadila was founded in 1952 by Ramanbhai Patel (19252001), formerly a lecturer in the L.M. College of
Pharmacy, and his business partner Bhavya Modi. It evolved over the next four decades into an
established pharmaceutical company.

In 1995 the Patel and Modi families split, with the Modi family's share being moved into a new company
called Cadila Pharmaceuticals Ltd. and Cadila Healthcare became the Patel family's holding company.
Cadila Healthcare had its initial public offering on the Bombay Stock Exchange in 2000 as stock code
532321.

In 2015 the company acquired another Indian pharmaceutical company called German Remedies. On
June 25, 2007, the company acquired Qumica e Farmacutica Nikkho do Brasil Ltda (Nikkho) as part of
Zydus Healthcare Brasil Ltda.

In 2010, Cadila Healthcare received a Wellcome Trust Award under the "R&D for Affordable Healthcare in
India" initiative.

In 2014, Cadila Healthcare launched the world's first adalimumab biosimilar under the brand name
Exemptia at one-fifth the originator's price. Zydus Cadila Healthcare has also launched its first research
based drug molecule Saroglitazar in treatment of Diabetic Dyslipidemia under brand name "Lipaglyn"

PRODUCTS
From nine pharmaceutical production operations in India as well as a Zydus Cadila
develops and manufactures a large range of pharmaceuticals as well as diagnostics, herbal
products, skin care products and other OTC products. Starting from late 2015, having
concluded a voluntary license agreement with Gilead, the company also produces the
generics for hepatitis C treatment (i.e. sofosbivur, distributed under the brand name
SoviHep).

The company makes active pharmaceutical ingredients at three sites in India:

Ankleshwar plants Zydus Cadila's plant complex at Ankleshwar in Bharuch District of

Gujarat, has been producing drug material since 1972. There are around 12 plants in the
complex, which is ISO 9002 and ISO 14001 certified approved by the U.S. Food and Drug
Administration (FDA). Total plant capacity at Ankleshwar is around 180 million tonnes.
OTHERS
Navi Mumbai plant This operation, at Navi Mumbai in Maharashtra, is a 50/50 joint
venture with Nycomed Pharma of the United States, makes intermediates of the drug
pantoprazole.

 OBJECTIVE OF THE STUDY

To Understand the sales force perception in Pharmaceutical Industry

To study the Marketing Strategy of the Company

To study SWOT analysis of pharmaceutical industry

To study the various promotional activities adopted by the

company .

To study the Promotional activities satisfaction of CADILA .

To study the SWOT analysis of pharmaceutical industry

 RESEARCH METHODOLOGY
Research Methodology & Research Design

Sample Design
Research Design is purely and simply they frame work or plan for a study that guides the collection
and analysis of the data , It is concerned with describing the characteristic of particular individual
or a group. The main purpose of this research is to describe the situation as it exist. Research
design selected for this project is Descriptive

Sample size
Thesample sizeis typically denoted by n and it is always a positive integer. No exactsample size
can be mentioned here and it can vary in different research settings. However, all else being
equal, large sized sample leads to increased precision in estimates of various properties of the
population. sample wise taken in this project was 100.

Sampling method
Convenience sampling (also known as availability sampling) is a specific type of
non-probability samplingmethod that relies on data collection from population members who are
conveniently available to participate in study. Facebook polls or questions can be mentioned as a
popular example for convenience sampling. Convenience sampling is a type of sampling where the
first available primary data source will be used for the research without additional requirements
Data Collection Method: The data was collected from different
sources and of different types. Self administered questionnaire
containing both close an open ended questions was used for data
collection. The initial study of the product was done online and
the data collected for it was from the companys website
www.cadilahealthcare.com. Some secondary data was collected
from web site This site gave opinions from different people.
 FINDINGS
Most of the respondent buy life Cadila as just a tax benefit tool
or as a life cover while only a few of the respondent take it as a
saving option. The reason for this is lack of knowledge of Cadila
benefits among the people.
Most of the respondents are satisfied by the services offered by
the Cadila company while some says that they are not satisfied by
the services.
Most of the respondents want more Transparency from the side of
the company.
Most of the customers want quick services and proper information
while dealing with the product and services of Cadila Health Care
Ltd.. But sometime due to the work pressure the employees
unable to provide quick services them.
 LIMITATIONS
Preparation of a project report and concluding a research is a whole
process which is carried out in a number of steps. Therefore throughout the
whole process of research there are a number of difficulties encountered by
researcher, at every step. In the present study we may assume following
limitation.

Data dont represent entire population behavior.

It is very difficult to measure perception by means of mathematical

calculation.
This research was done in Jabalpur city only hence this Conclusion is valid
only for Jabalpur.
It was assumed that respondent have the knowledge about Cadila Health
Care Ltd but if he do not have proper knowledge then result may come
wrong.
The respondent view point on the study questionnaire purely judgment and
may be induced by other reasons also.
 RECOMMENDATIONS AND CONLCUSION
On the basis of this study, certain recommendations regarding advertisement
sensitivity in the promotion of Cadil Pharma

These have the backing of the opinions of the sampled respondents. The
implementation of the following recommendations can help to accelerate the
growth of cellular services in the market:

1. Companies should consider slashing down their rates, thus diverting some of
their profits to the customers.
2. Mobile phone service providers should launch sales promotion schemes in the
form of consumer incentives or gifts etc. These schemes will indeed attract
customers.
3. Company should activate their personal contacts through their trained sales
teams.
4. Company should launch special events to promote their sales
5. Cadila should try to improve the public relation and grievances redressal
system.
 SUGGESTIONS
Reduce replenishment time from 1-2 days so that it can make an
edge over other competitors in the market presence.
The ordering process Telephone as the main instrument, though
the system is fast but is less reliable.
Cadila should run some schemes for their dealers and retailers
on the regular basis which will help improve its dealers & retailers
to remain motivated towards the better result.
There should be perfect order tracking system in the company, so
that it is always visible where the order has reached.
Cadila should think of implementing marketing Planning
 BIBLIOGRAPHY

BOOKS
Marketing Management by Philip Kilter
Kothari. C. R, Research Methodology, New Age
International(P) Ltd., New Jabalpur
Foundation of Advertising theory and practices,
Himalaya Publishing House (S. A Chunawala)

WEBSITES
www.google.com
www.cadila.com
www.wikipedia.in