Operation Brand
Pharma India
PRASAD MANGIPUDI- V.P- AUROBINDO PHARMA
PROF ARVIND SAHAY- IIM AHMEDABAD
The idea
To launch a
 Well thought through, well funded muti-media, mutliactivity medium term ( 3-5yr) global campaign
 Fully supported by all the stakeholders
 To establish India firmly as “ the first choice pharma
partner” for the entire global pharma fraternity
 For the entire spectrum of pharma services
Brand Pharma India
Key objectives
 To raise the awareness of Indian pharma success story
 To improve the credibility of the industry
 To showcase India’s entire set of strengths- both tangible
and intangible
 To protect if from dubious attacks
 To position India as “premium value destination”
Brand Pharma India
Target audience
 Decision makers of leading pharma companies of the





world
MoH and policy makers of various countries
Members of regulatory bodies
Local pharma bodies
Distributors in regulated markets
Local media
Brand Pharma India
Brand India- what it stands for
The approach
 An umbrella brand message
 Specific customised “sub-brand messages” to various
target audiences mentioned earlier
 Brand message will be the combination of functional as
well as emotional, tangible and intangible elements
 Functional elements will differentiate it from the other
players
 Emotional elements will help in “connecting”
Brand Pharma India
Umbrella brand message
Always get it right with Indian
pharma
Leave it to Indian Pharma
Indian Pharma can do it for you
Brand Pharma India
TA specific messages
Target Audience
Sub Brand message
MNCs
Reliable, cost effective & efficient partner for
CRAMs & other support services
Large Pharma cos
The place for any product, any quantity for any
specifications at competitive value
Regulators
We can be sure about their quality, the
compliance of best practices
MoH officials
Indian pharma understands our health care
needs & can deliver right solutions which
benefit our people
Consumers
I can get highly affordable drugs with world
class quality! I can choose Indian pharma
products with absolute confidence
Brand Pharma India
Key points of the campaign
 It’s a campaign of the industry, by the industry and for the





industry
Going to be a truly global campaign
Will be implemented in a very professional way after
extensive ground work
Phase I will last 3-4 years
A 360 degree exercise touching the TA in more ways than
one to create lasting impact
Industry need to come together to put down “dos and
donts”
Brand Pharma India
Implementation plan
 Categorise markets and prioritise them based in the





following parameters:
Market size
Growth rates
Market share of Indian pharma
Growth of Indian pharma share
India friendliness
Brand Pharma India
Elements of the campaign
 Visual logo or Mnemonic on the lines of “intel inside”
 Visual representation of Brand Pharma India to cut across
the language barriers
 Will go on lot of material including the packaging material
Brand Pharma India
Ad campaign
 Ads in leading pharma journals and magazines
 On line ads on important pharma portals
Brand Pharma India
Website
 An exclusive website to promote Brand India
 Will be single point source of “quality Indian products &
services”
 Will promote success stories, case studies
 Will be interactive
Brand Pharma India
Brand India film
 A video film showcasing India’s strengths and capabilities
& success stories
 Will be screened at various events, exhibitions, road
shows, conferences
 CDs of the film will also be distributed amongst the target
audience
Brand Pharma India
Exhibitions
 Taking part in select exhibitions with Brand India stall
 Promote India’s strengths on one on one basis
 Might tie up with someone like UBM media for special
promotional packages
Brand Pharma India
Speakers at conferences
 Will create a pool of expert speakers on various
topics/areas from the industry
 They will be taking part in various international
conferences/seminars/workshops to showcase India’s
strengths
 Also conduct exclusive workshops in select countries
Brand Pharma India
PR campaign
 Will be using the press /media extensively to create a





strong positive word of mouth
Cultivating key media personnel in key markets
Planting stories in local media
Technical articles from Indian experts
Regular press conferences
Orientation visits for the international media people
Brand Pharma India
Road shows and ground events
 Exclusive “brand India” shows/events for the various
Target Audience in select countries- combination of
exhibitions/seminars/presentations/ press conference
Brand Pharma India
Sponsored visits
 Organised sponsored visits of key Target Audience to
experience “brand India”
Brand Pharma India
Brand Ambassador
 We could have a brand ambassador – someone like Nobel
chemistry prize winner _ Prof V Ramkrishnan to promote
India’s science strengths- loud thought
Brand Pharma India
Other key points
 We will be launching it to the industry through a formal
launch function
 There will be orientation programs for the sales and
marketing teams as to how to contribute to this exercise
 Circulation of “dos & donts” for the industry to ensure
that there is no gap between “brand promise and
delivery”!
Brand Pharma India
How do we measure
 Through a “perception shift study”
 Through feedback from the industry personnel
Brand Pharma India
Funding and team
 The projected out lay for the phase-1 ( 3 years) is around




Rs. 30 crores
MoC has agreed to fund the majority of the funds
required and the balance from the industry
There will be a Brand India team leader to drive this
whole exercise + IIM- Ahmedabad
A no of professional agencies – brand identity,
advertising, PR, on line, event management- agencies will
be involved in the implementation
To ensure a very professional implementation
Brand Pharma India
Final word
 It’s the campaign by the industry, of the industry for the
industry
 Unless the entire industry comes on board and supports
it wholeheartedly this campaign will not succeed
 Govt is keen and willing to support– now its up to us
Brand Pharma India