Abstract

TRENDS IN OTC DRUG MARKETING STRATEGIES BY INDIAN PHARMACEUTICAL COMPANIES

Abhishek Dadhich*, Prof. (Dr) Kavaldeep Dixit

Abstract

India is upcoming Pharmaceutical emerging market which shows tremendous growth in Pharmaceutical business. There are various therapeutic segments which are promoted by Pharma companies that facing lot of challenges to compete with each other for their market share out of which OTC marketing strategies are new diversification in business for national and international Pharmaceutical. To compete with each of another branded OTC product companies are enormously advertising and promoting their OTC product into the market. The present study emphasize on various marketing strategies use for OTC brand promotions by Pharmaceutical companies in reference to satisfying need and wants of customer.

Keywords: OTC (Over-the-counter) Medicines, Marketing strategies, Product life cycle (PLC), Product promotion.