ICT tool Sub Pharma marketing management

Sub Pharma marketing management

1. PHARMA MARKETING MANAGEMENT Ms.Zore S.S. M. Pharm (Pharmaceutics) Assistant Professor Gourishankar Institute of Pharmaceutical Education and Research, Limb, Satara. 2024-25 1

2. PHARMA MARKETING MANAGEMENT Course Objective: The course aims to provide an understanding of marketing concept, techniques and their application in the pharmaceutical industry . 2

3. PHARMA MARKETING MANAGEMENT PHARMA: Pharmaceutical companies collectively as a sector of industry. OR The term is used to refer collectively to the global pharmaceutical industry. MARKETING: Marketing is the performance of business activity that direct flow of goods and services from the producer to consumers. OR Marketing refers to activity a company undertakes to promote the buying or selling of a product or services. MANAGEMENT Management is a process of planning, decision making, organization, motivation and controlling the human resources, financial, physical and information resources of an organization to reach its goal efficiently and effectively. 3

4. General Concepts/ Approaches of the study of marketing/ The traditional and modern concept of marketing: Production Orientation Concept: In nearly 1930 the manufactures feel that if a company manufactured a good quality product and the price of the product is reasonably good the product could sell with less effort. Sales Orientation Concept: After 1930 people are diverted from agriculture to industry due to mass production is possible hence increase in production. Every manufactures focused on how to increase sale, how to make better product that is competitors products. 4

5. Consumer Orientation Concept: Not enough to provide a variety of product , they had to provide the right products. Keeping the needs of the customers mind during the production, design and distribution of a product. Socially Oriented Marketing Concept: Social concept accepted by all manufactures in 1960 and 70’ s by all over the word. These focused on customersatification and social welfare. A tobacco manufactures must manufactures not only good quality tobacco but one which will have least harm to the health of a consumers. 5

6. SCOPE OF MARKETING Benefit to Firm It helps in earning & increasing Profit: To increase in Profit through advertising and sale promotional activities and reduce cost through market research. 2 . Marketing helps in planning & decision making To take important decisions like, What to Produce ? How to Produce? Where to Produce? When to produce? And How these Goods & Services are made available to the customers . Answer to all Question are given by marketing Department, so marketing helps in planning & decision making. 6

7. 3 . Marketing is a source of new idea : Marketing gives the details idea of current business environment i.e. 4 . Marketing provide goods to ultimate consumer : The marketing process bridge the gap between Producer and Consumers. It is duty of marketing people to pass the product from manufactures to the Final Consumers through various channels of distribution. demand of customers Testes and preference of custom ers price of competitors through market rese arch 7

8. Benefit to society 1. It provides the employment In India nearly 40% of population is engaged in marketing activity directly or indirectly. Large no of people are engaged in market research, wholesale trade, Retail trade, transportation, warehousing, advertisement, publicity and promotion. 2. It stabilizes the economic Condition More production with less demand and less production with more demand both situation are harmful to society. A efficient marketing makes balance in between demand and supply, through creating demand by distribution goods to consumers thus it solves the problem of imbalance economic conditions. 8

9. 3. Marketing increase National income: Marketing creates demand for new and existing product If demand goods increase production also increase. If production goods and services increase the National income of country also increase. 4. Other Scope Product Planning & Development It include product actives of product, Quantity and Quality of the product, product development. Sale management and Promotion Selling activity like customer identification, customers needs etc and sale promotion and advertising. 9

10. Distinction between Marketing and Selling Marketing Marketing is a broad concept it means the process through which the goods and service move from the producer to the ultimate user of the product. Marketing is the systemic planning and implementation so that the buyer and seller come together and market is created. Example : Marketing starts much before and continues even after product is sold. When a customer buy a Car, the sale service comes under marketing. Selling: Selling is a narrow concept selling means providing the customer with the good he/has need in exchange of a price. It is usually between two parties. Selling is more like an agreement where in the buyer receives the product in exchange for money. Example: You go to shop and shopkeeper ‘Sells’ You a Good X and in return you pay him some money in Cash. 10

11. 2 . Marketing Marketing concern with customer satisfaction Selling: Selling concerned with Profit maximization. 3 . Marketing It starts with customers and end with customers. Selling: It starts with seller and end with sellers. 4 . Marketing “Customers satisfaction” is the primary motive Selling: “Sales” is the Primary motive 11

12. 5 . Marketing Customers first than product. Selling: Product first than customers. 6. Marketing The main jobs is to find the right Product for your customers. Selling: The main job is to find the customers for your Products. 12

13. MARKETING ENVIRONMENT It consists of the 1.Task Environment 2.Broad Environment 1. Task Environment : The actors engaged in producing, distributing and promoting the offering. These are the company suppliers, distributors, dealers and target customers. In supplier group are Suppliers , material suppliers and services suppliers such as marketing research agencies, advertising agencies, transportation and telecommunication companies. Distributors and Dealers include agent, brokers, manufactures representative and other who facilitate finding and selling to customers. 13

14. 2. Broad Environment: It consists of following component The economic environment The legal & regulatory environment The technological environment The ecological environment The Competitive environment 14

15. The economic environment The national and international economic environment affect the entire business. In which two principle way economic environment affect the business are The overall condition affects the growth of the market. The finical condition in the economy which affect the ability to rise financed to fuel the project and growth plans . 2) The legal & regulatory environment It consists of force related to planning, promotion and regulation of economic activities by the government that an impact on the business of an organization. Some of the important factors are: 1. Polices related to export and import. 2. Polices related to distribution , pricing and their control. 3. Other polices related to public sectors, small scale industries, control of environment pollution and consumer protection. 15

16. 3) Technological Environment: It is related to knowledge applied and the material and machine used in the production of goods and services that impact the business of organization. Sources of technology like company sources, external sources and foreign sources. Impact of technology on human beings the man-machine system. Technology development, stage of development , change and rate of change of technology, research and development. 4 ) Ecological Environment Factor related to industrial waste, pollution & its control that impact the business of organization. 16

17. Factors influencing Buying performance : External Environment Factors Organization Factors Interpersonal Factors Individual factors 17

18. 1 . External Environment factors In which social, political, Legal, cultural economic factors that interact with each others. For example they could be Power shortage, credit, political and economic changes which govern many of the rules regulations. 2. Organization factors Climate and Cultural effect 3. Interpersonal Factors The buying consists of no of person who are involved in buying. Those people come from various levels of the organization and they play different role and make the buying more complex. 4. Individual Factors Such as income, education, job position and risk taking 18

19. THANK YOU 19