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Winning strategies of winning companies - Ranbaxy
Strategic vision:
To become research based international pharmaceutical
company
To be among top three international generic companies in the
world by 2015
Winning strategies of winning companies - Ranbaxy
Reaching the critical mass :
Mergers and acquisitions of Croslands gained instant
access to the fast growing derma and ortho segments
By 30 % stake in Vorin labs gained control in bulk drug
Winning strategies of winning companies - Ranbaxy
Acquired MOX and ZOLE from Gufic and consolidated antibiotic and derma segments
Strategic alliances Struck important alliances in global market
New product launches
Expansion strategies: highly strategic in restructuring and re-
engineering its business processes through 6 independent
marketing divisions
Winning strategies of winning companies - Ranbaxy
The Marketing Mindset focused on
1. Market share & growth
2. Segment leadership
3. Therapy focus
4. Customer coverage strategies
Number of mega brands amongst top 300 of the industry shows
the marketing mindset of the organization- Cifran, Sporidex,
Revital, Mox, Calmpose, Zanocin, Volini etc
Winning strategies of winning companies - Ranbaxy
Upgrading Technology:
Success with complicated synthesis of Cefaclor has become an industry legend
The company’s technological prowess was amply demonstrated when they developed their own process for cefaclor and patented in US
Cifran OD-Out licensed technology to Bayer
Winning strategies of winning companies - Ranbaxy
Focusing on Research:
With 800 scientists , the company spends over 12% of projected revenues on R&D
The company has already got biological leads each in the anti-bacterial,anti-cancer and memory enhancer , Statins and BPH
Drug discovery and NDDS
Winning strategies of winning companies - Ranbaxy
Integrating Strategically:
Right from 1973 Ranbaxy believed in backward
integration .This has enabled them to exploit not only domestic
market but also international opportunities.
Today the company's bulk drug portfolio is over 40 bulk drugs
Winning strategies of winning companies - Ranbaxy
Internationalizing the business:
China-Targeted in a big way ,Ranbaxy-Gaungzhou China is
market leader in many segments.
CIS and Africa-early entrant; followed by South East Asean
markets... then into UK & Europe
Ranbaxy has joint ventures in over 20 countries
Strong thrust & presence in US generic market in last three years
Winning strategies of winning companies - Ranbaxy
Attracting alliances:
With Eli Lily -joint ventures in US and India
Alliance with Schein US to market its generic version
Alliance with HMS -US generics
Co-marketing with HMR in India
Winning strategies of winning companies - Ranbaxy
Intellectual Capital:
Customer relationship Relationship with alliance partners Brand Equity Research and development Management processes Information technology People
Winning strategies of winning companies - Ranbaxy
Operational Excellence:
Productivity improvement through constant
rationalization of processes
Revitalization of strategy to accelerate growth
Performance measurement
Strategic benchmarking
Performance through positive reinforcement
Empowerment
Winning strategies of winning companies - DRL
Strategic vision:
To be a research based international drug company
To bring new molecules into the country at a price the common
man could afford
To put India on the drug discovery map of the world
Winning strategies of winning companies - DRL
Reaching the critical mass :
The company chose brand acquisition route .e.g SOL Pharma's
REFLUX and CLAMP
Strategic Allainces-with North American generic company-
Cheminor Drugs.Joint Venture-Reddy Biomed in Moscow
New product introductions
Expansion strategies-Merged Stangen and Genesis to achieve
greater customer coverage
Winning strategies of winning companies - DRL
The marketing mindset :
Strong brand building in gastrointestinal and cardiovascular
segment e.g OMEZ , ENAM and STAMLO
Brand acquisition from Standard Organics, Dolphin,
American Remedies
Winning strategies of winning companies - DRL
Upgrading technology :
All the groups bulk drug facilities have international
regulatory approvals
All their plans implement -cGMP and conform to international
standards
Winning strategies of winning companies - DRL
Integrating strategically:
The company has developed so far innovative processes for
over 60 drugs.
The groups own bulk drug production covers 80 % of its
formulations
Winning strategies of winning companies - DRL
Focusing on research:
DRL is currently concentrating on anti cancer,
antiinflammatory,antidiabetic and cardio vascular research
The group spends around 10 % of its turnover on R&D
Winning strategies of winning companies - DRL
Internationalizing the business:
In international market shifted focus from bulk drugs to value
added formulations
More than 200 plus registrations in various countries under its
belt
First Indian company to license a new molecule to NOVO
NORDISK
Winning strategies of winning companies - DRL
Attracting alliances :
Novo nordisk
Cheminor drugs
Biochimico-Brazil
Canada based ROTAN in China
Winning strategies of winning companies - DRL
Intellectual Capital :
DRL firmly believes in building customer relationship,brand
equity,R&D,information technology and, above all, people
Winning strategies of winning companies - DRL
Operational Excellence :
DRL has developed highly cost effective alternative process of
for number of bulk drugs and has become internationally
highly competitive
DRL implements KAIZEN (continuous improvement)
programs
Winning strategies of winning companies - CIPLA
Strategic Vision :
To achieve technological leadership in domestic market
Winning strategies of winning companies - CIPLA
Reaching the critical mass :
Cipla's technological strength is widely acknowledged both in India and abroad
Cipla's game plan is to have at least one manufacturing facility in each geographical region
Cipla's two marketing division -CIPLA and PROTEC promote brands across different therapeutic segments
Winning strategies of winning companies - CIPLA
The marketing mindset :
Ranked first amongst Indian Pharma companies
Dominant leadership positions in major therapeutic segments
e.g CIPLOX,ASTHALIN,NORFLOX- TZ etc
Winning strategies of winning companies - CIPLA
Upgrading technology :
Technology has been a core competence of Cipla Company has achieved high degree of cost effectiveness in its
process technologies in number of bulk drugs. e.g salbutamol Pioneers in Inhalers Technology Value addition through technology e.g commercialization of
extraction of VINBLASTIN – a popular anticancer drugs
Winning strategies of winning companies - CIPLA
Focusing on research :
It has developed over the years innovative processes for over 50 pharmaceutical bulk actives
Development of new NDDS eg micro emulsion form of cyclosporin
All the three R&D centres continue to have approval of ministry of science and technology
Works closely with CSIR laboratories for research
Winning strategies of winning companies - CIPLA
Integrating strategically :
Develop cost effective innovative processes of over 50 drugs
First to come up with alternative processes for all the new
molecules introduced in the country for the past five years
The company's own bulk drug production covers about 3/4th
of its formulations
Winning strategies of winning companies - CIPLA
Internationalizing the business :
Approved facilities by international regulatory authorities like
US FDA,UK MCA and Australian TGA
Versatile portfolio of bulk actives and formulations
Globally competes in HIV/AIDS therapy
Winning strategies of winning companies - CIPLA
Attracting alliances With NOVO PHARM – Canada for manufacturing bulk drugs and
formulations
With GENEVA PHARMA-US
With MEDPRO- South Africa
With ZHEJIANG AUTOKANG- China
GEN PHARMA -Australia
Cartel with leading Indian pharma co.s - to jointly market basket of drugs in India
Winning strategies of winning companies - CIPLA
Intellectual capital :
Investing heavily on
1) Human capital
2) Structural capital-Infrastructure and technology
3) Customer capital
Winning strategies of winning companies - CIPLA
Operational excellence :
Through performance measurement, strategic benchmarking ,
speed and empowerment
Winning strategies of winning companies - NIPL
Strategic vision :
To be amongst the top healthcare companies through strategic
acquisition and takeovers
To stay focussed on mainstream products and diversify into
niche markets through strategic alliances and joint ventures
To increase exports with off patented products abroad
Winning strategies of winning companies - NIPL
Reaching the critical mass :
Mergers and acquisitions with Roche, Sumitra
Pharma,Sarabhai, Rhone Poulenc etc
Nicholas has consolidated its marketing operations with over
15 multispeciality divisions
Winning strategies of winning companies - NIPL
Marketing mindset :
Reached 4th rank through mergers and acquisitions
Many mega brands amongst industry's top 300. (Paraxin,
Bactrin, Genticyn,Esgipyrin and Polycrol)
Winning strategies of winning companies - NIPL
Upgrading technology :
Impressive manufacturing infrastructure – a 200 million plant at Pithampur -MP
Acquired a bulk drug plant for manufacturing vitamin A at Thane
Largest multiproduct bulk drug manufacturing facility at Hyderabad
World class research centre at Mumbai
Winning strategies of winning companies - NIPL
Focusing on research :
Prestigious R&D centre of HMR Invested over Rs 160 million to augment its clinical research
activity
The four pillars of research at NPIL are 1)Formulation development
2) Bulk drug development
3) Drug Discovery
4) Clinical Research
Winning strategies of winning companies - NIPL
Integrating strategically :
Leading player in vitamin A
Sustainable competitive advantage with bulk drug portfolio
which includes ciprofloxacin, diltiazem, enrofloxacin,
ibuprofen etc
Winning strategies of winning companies - NIPL
Internationalizing Business :
Alliance with swiss based SIEGFRIED PHARMA for off-
patent generic markets
LA PORTE for penetrating European market with bulk
actives
Winning strategies of winning companies - NIPL
Attracting alliances :
Joint venture to manufacture and market wide range of
ophthalmic products of Allergan in India
Joint venture with SCHOLL of UK for manufacturing and
marketing foot care products
Israel based TEVA Pharma for anti cancer products in India
Winning strategies of winning companies - NIPL
Intellectual Capital :
Emphasis on building relationship with alliance partners
Firmly believes in developing customer relationships,
management processes, R& D, Information technology and
people
Winning strategies of winning companies - Sun
Strategic Vision :
To be among the top 5 companies in India by 2005 Focus on low volume -high value speciality drugs
Winning strategies of winning companies - Sun
Mergers and Acquisitions :
Acquired controlling stake in Gujarat Lyka and became a vertically integrated firm
Acquired MJ Pharma and TDPL, NATCO, Milmet
Strategic alliances with KGCC (Korean Green Cross Corporation) for marketing blood products in India
11 speciality oriented divisions catering to different therapeutic segments
Winning strategies of winning companies - Sun
Marketing Mindset :
Ranked 5th in ORG Successfully innovative in nurturing multi-speciality segments Just two mega brands among top 250 e.g Monotrate and
Alzolam
Winning strategies of winning companies - Sun
Upgrading technology :
It has six manufacturing facilities for manufacturing bulk drug
actives and formulations confirming to international
regulatory standards
Winning strategies of winning companies - Sun
Focusing on research :
Sun Pharma Advance Research Centre(SPARC) at Baroda is one of the best equipped R&D centres in India focusing on
1) Organic synthesis
2) NDDS
3) Dosage form development
4) Peptide synthesis
5) Biotechnology
Winning strategies of winning companies - Sun
Integrating strategically :
Sun Pharma has leap frogged into bulk drug arena
It manufactures as many as 46 bulk drugs in addition to
intermediates
Winning strategies of winning companies - Sun
Internationalizing the Business :
Exports are one of the major growth drivers of Sun
It has been marketing branded generic formulations in
number of developing countries
45 % of its revenue comes from international markets
Winning strategies of winning companies - Sun
Attracting alliances :
Joint venture with CARACO pharmaceuticals , a generic firm
to gain access in North American market
Winning strategies of winning companies - Sun
Operational Excellence :
Striving to improvise operational excellence through :
1) building core competencies
2) introducing performance management systems
3) managing costs strategically
4) improving productivity in all functional areas
5)Customer Relations
6) R & D Activity - SPARC
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