TO STUDY MARKETING STRATEGIES OF RANBAXY LABORATORIES LIMITED

Abstract

The project is based on the marketing strategies adopted Ranbaxy Laboratories Limited and studying the impact of their advertisement on customers. The main objective of this research includes examining the sales & marketing strategies adopted by Ranbaxy Laboratories Limited to outcast its competition. Also, this study explores the factors that attract customers towards Ranbaxy Products. This research is based on both primary and secondary data. Primary data was collected through questionnaire survey. Ranbaxy Laboratories Limited, headquartered in India, is an integrated, research based, international pharmaceutical company, producing a wide range of quality, affordable generic medicines, trusted by healthcare professionals and patients across geographies. It is ranked amongst the top ten generic companies worldwide. The company is India's largest drug manufacturer, as well as a top global generics producer. The brand has trying to change the scenario of advertisement and promotion in Indian Healthcare Industry and aggressively active in-context of brand awareness and consumers experience. Through last decade an effervescent transformation has been occurred in the consumer perceptions about the way advertising and marketing have been used to existing and innovative products. All these advancements are made possible just because of latest technology that has quickly improved the increase of using digital media for communication, particularly the internet. In the present scenario, large amount of companies are dreadfully looking towards internet marketing to achieve, capture and sustain consumers for developing a strong association and advance the level of brand reliability with their existing and prospective customers. Internet is the primary component of digital media. It helps in creating the connection between the computers which helps in the information processes. Customers can get all the information and has increased the level of competition because customers have easy access to the information which allows them to compare the products and chose the best among them.