successful companies

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


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


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


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


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


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


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


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


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


Intellectual Capital:

Customer relationship Relationship with alliance partners Brand Equity Research and development Management processes Information technology People


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



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


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


Upgrading technology :

All the groups bulk drug facilities have international

regulatory approvals

All their plans implement -cGMP and conform to international

standards


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


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


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


Attracting alliances :

Novo nordisk

Cheminor drugs

Biochimico-Brazil

Canada based ROTAN in China


Intellectual Capital :

DRL firmly believes in building customer relationship,brand

equity,R&D,information technology and, above all, people


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



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


The marketing mindset :

Ranked first amongst Indian Pharma companies

Dominant leadership positions in major therapeutic segments

e.g CIPLOX,ASTHALIN,NORFLOX- TZ etc



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


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


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


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


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


Intellectual capital :

Investing heavily on

1) Human capital

2) Structural capital-Infrastructure and technology

3) Customer capital


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



Mergers and acquisitions with Roche, Sumitra

Pharma,Sarabhai, Rhone Poulenc etc

Nicholas has consolidated its marketing operations with over

15 multispeciality divisions


Marketing mindset :

Reached 4th rank through mergers and acquisitions

Many mega brands amongst industry's top 300. (Paraxin,

Bactrin, Genticyn,Esgipyrin and Polycrol)



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



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



Leading player in vitamin A

Sustainable competitive advantage with bulk drug portfolio

which includes ciprofloxacin, diltiazem, enrofloxacin,

ibuprofen etc


Internationalizing Business :

Alliance with swiss based SIEGFRIED PHARMA for off-

patent generic markets

LA PORTE for penetrating European market with bulk

actives



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


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


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


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



It has six manufacturing facilities for manufacturing bulk drug

actives and formulations confirming to international

regulatory standards



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



Sun Pharma has leap frogged into bulk drug arena

It manufactures as many as 46 bulk drugs in addition to

intermediates


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



Joint venture with CARACO pharmaceuticals , a generic firm

to gain access in North American market


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