Abstract

A COMPREHENSIVE OUTLINE ON BRANDING OF CARDIOVASCULAR SEGMENT IN INDIAN PHARMACEUTICAL INDUSTRY

*Dr. Supriti Agrawal and Navjot Kaur

ABSTRACT

The pharmaceutical industries in India are crammed with the competition as there are about 24000 companies that launch new products according to market need. At present time, there are various pharmaceutical companies manufacturing cardiovascular drugs with huge profit such as- Sanofi, AstraZeneca, Pfizer, Novartis, Bayer etc. These pharmaceutical companies manufacture the products but brand is the thing that is purchased by the consumers (patients) or customers (doctors). The factors of branding have diversified effects onto rational and emotional mindset of healthcare professionals who are dealing with cardiovascular segments. This study aimed to know the branding outline in the midst of healthcare professionals. The study was conducted in Delhi and Noida region among 100 medical representatives who were dealing with cardiovascular segments. The data collection tool included questionnaire based on AIDA (Awareness, Interest, Desire and Action) model. The statistical analysis was done calculating mean and standard deviation for the variables. The results suggested the strong existence of branding and its related factors of main leaders of cardiovascular drugs accessible in the market.

Keywords: Branding, HCP’s, Cardiovascular diseases, AIDA (Awareness, Interest, Desire and Action) model, Place, Promotion.