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Authors
Affiliations
1 BBA and BBM (IB), Indira College of Commerce and Science, Pune, IN
2 No Affiliation
Source
ANVESHAK-International Journal of Management, Vol 3, No 1 (2014), Pagination: 119-133
Abstract
In the eon of intense competition and impulsive markets and remarkable potentiality of Pharmaceutical Sector in Indian scenario the empirical study of advertising and sales promotional strategies is one of avenues, wherein each key organizational group tries to get into, grow due to which the present companies are trying to survive and at the same time willing to enhance their profitability. Hence, the above entitled research is carried out in Pune wherein this article tries to focus on two specific distinguished product promotional strategies: Advertising and Sales Promotion being adopted in Pharmaceutical Industry to enhance the performance of sales of its products and to have an edge over other industries in the days to come. This article strives to highlight on Pharma companies' advertising and sales promotion strategies considering the notions of Four Pillars as Medical Representatives, Medical Practitioners (GPs-General Physicians, CPs-Consultant Physicians), Field Managers and Chemists.
On having gone through this article one wound come to know about the contemporary view on Pharma sector performance based on comparative analysis between advertising and sales promotion and would be able to understand which strategy would to be suitable enough to have better grip in market considering the competition.
Keywords
General Physicians, Consultant Physicians, Key Opinion Leaders, Push Strategy, Pull Strategy, Advertising, Sales Promotion, Intrinsic Motivational Factors, Leave Behind Literature.
