A systematic and descriptive framework of pharmaceutical marketing in India is better understood through its various strategies like product, price, place, promotion and physical distribution for sustainable development to face emerging challenges offered by the market place. In product life cycle as well as market life cycle decision making is most crucial factor for a successful marketer. Therefore product should be backed by innovative strategies to make him a successful brand to sustain in the market and analyzing the factors involved in backing the product portfolio such as strong distribution system and supply chain management. Furthermore now a day product life cycle becomes shorter due to heavy competition and Governments rules and restrictions. Physical distribution is another most important element of marketing mix. Due to intensifying competition that are demanding for more feasible 'Physical Distribution' for the product that has to be placed as per the convenience of the marketer and within the reach of the customer. The pharmaceutical marketing channel where the main customer i.e. physician (prescriber) is indirectly involved when the product is physically transferred from manufacture to stockists to chemist to patient. Therefore pharmaceutical marketing where Physical Distribution is totally depends on the prescriber's habit and marketer has to sharpen their network for best service and face emerging challenges in the market and minimize the ever increasing cost of physical distribution.
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