THE EDITORIAL

Address,

Advertising, the world which founded itself in the words

CONTENTS
of Ogilvy, stands tall and armored as the most
powerful form of art reaching out to people from every
strata of society. The healthcare industry which has •Cover story……………………………………2
also over the years evolved and used very form of
media to reach their customers and consumers also --Going Global
remains our focus through this issue. With pleasure we
bring to you the July issue of THE PUMBA Gazette
focusing on the dynamic world of Advertising.
•Articles/Analysis……………………………..3
In line with this, we bring to you an exclusive interview
st
with Mr. Alvin Saldanha, Chief Creative Officer, --21 Century’s Greatest Art Form
Watermelon Healthcare Communications.

In view of the advancement from the domestic markets

to making their presence felt in the global markets, the •Back to Society………………………………4
students have undertaken a project which involved a
detailed study conducted to discover the most eminent --A CSR Initiative by Ranbaxy
forms of media in order to advertise in the global
markets.

It also includes a section on changing trends in •Candid Talk…………………………………...5

advertisements and the presence of Digital Media. --An Interview with Mr. Alvin Saldanha, Chief Creative
Officer, Watermelon Healthcare Communications
We also bring to you one of the 12 part series on
various noteworthy CSR initiatives. The article titled
‘Back to Society’ covers the initiative by Ranbaxy
Laboratories in order to show their appreciation to the •PUMBA News………………………………...6
work done by the scientists and chemists.
--Induction of MBA-BT & Executive MBA
A section based on PUMBA and the happenings in
and around the same has also been included.

Your Feedback & Suggestions are welcome at

thepumbagazette@gmail.com

“Reading is not a duty, and has consequently no

business to be made disagreeable”
- Augustine Birrell

Sincerely Yours,

Chief Editior: Niveda Ramkumar MBA-BT (Sem III)

(THE PUMBA GAZETTE Team)

(The detailed project reports shall be provided on

enquiry. Kindly send in your enquiries at
thepumbagazette@gmail.com )
Going Global…
The Indian Biotechnology market caters to number of
niche segments, thus resulting in an increasing
number of domestic players. These players are
generally startup firms or companies with very less
capital investments mainly focusing on local markets.
One of the ways a company can expand its profile is
by establishing its presence internationally. It is not
feasible for domestic players to make their mark in the
global market with no or less advertising budget. One
very feasible solution to this issue is to set up virtual
presence of the company online
The concept of online marketing includes registering
the company profile in online directories, subscribing to
newsletters, scientific journals and magazines and in
turn giving advertisements in them facilitating the
promotion to the entire circulation.
The various Trade fairs/ conferences that take place
nationally as well as internationally are a good platform
to promote domestic companies on a larger scale
economically. The recruitment websites or portals can
also be considered as one of the options to increase
visibility.
The startup firms and SMEs may not have the required
budget to hire advertising firms for their promotional
activities. These companies can spare a few man
hours weekly registering to such web portals and
establishing the companies’ presence on the web. This
will help them get a global exposure as the presence
on the Internet will allow an international audience to
view the company profile and its differentiated
products and/or services.
Online advertising channels
300
Number
200 297
239
100
162 160 132 72 46
0 Expo
Out of the total sample surveyed, 14.6% were
newsletters where the companies can present their
advertisements or any publication which will help in
their publicity free of cost.14.4 % of the sample were
magazines related to biotechnology and its niche
sectors.21.57% websites found are portals where the
company can promote themselves in a very effective
way reaching to the desired target customer. 12%
were exclusive scientific journals where the company’s
technical expertise can be highlighted by published
articles of the scientists who have opined on the
products and services. 6% of the total sample sizes
were expos and 4 % recruitment sites also can
contribute to the company’s recruitment strategy.
Directories play a very important role contributing to
almost 26% of the total sample size as these are
portals where a company can display its entire profile
as well the product and service portfolio.
Thus the online marketing strategy was found to be a
highly convenient and economical way of promoting
the company with small advertisement budgets and
high aspirations.
Compiled by: Ankita Barve, Nidhi Nirmal, Rohit Shinde,
Vishakha Shinde (MBA-BT, Sem III)
Newsletters
Magazines
Advertising
Journals
Directories
Recruitment
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21st Century’s Greatest Art Form
Advertising has always been ever-evolving and ever-
changing, from the use of print media to television and
radio, it’s always been all-embracing to use the various
forms of media present.
st
The 21 century ushered in the digital revolution and
advertising through the digital media has soon become
the new buzz word in the field. Digital media is a huge
canvas and it does not ask for bigger brushes but calls
for bigger thinking, a fresh approach and a new
perspective.
Leadership in this field can be achieved like every
other form of advertising from understanding what the
customers need. With the usage of internet growing to
about 81 million people as of December 2008 and
rd
being the 3 largest telecommunications market,
advertisers can no longer ignore the potential of the
digital media.
It’s being used by them to reach to the fast moving, 25
plus, affluent families in the various cities of India.
The digital media advertising includes the use of social
networking sites like Facebook and Twitter, Search
engine optimization, use of video banners, WAP sites,
homepage take-overs, sync banners, blogs and video
sharing websites.
One successful media campaign, for example, of an
FMCG company used the digital media to drive sales
with the campaign “India Votes: To shave or Not, they
managed an all time sales record with a sales increase
of 35%.
Healthcare advertisers have also been quick to adapt
to the digital media, certainly to avail the various
benefits it has to offer.
Many healthcare companies are reaching their
consumers through their websites, so that they can
provide quick service and provide them with up-to-date
knowledge. They are forming discussion forums,
advertising on health websites thus reaching the niche
market they want to appeal to. A healthcare company
is soon launching a social network campaign to bring
in volunteers to support 10 major social initiatives with
an investment of almost Rs 50 crore. The digital media
is slowly eating into the share of the advertising
budgets of most companies compared to the other
forms.
Though it’s not really about Print vs. TV vs. radio vs.
online vs. mobile, they are complimentary to one
another, it’s about how to carry on the communication
seamlessly across the media and connect with the
consumers to help drive consumption.
Obviously, the usage of digital media is going to
increase overtime as more and more people take up to
the internet, it’s in the hand of the advertisers to
innovate and strategize to form a whole new platform
to reach the consumers and their ever changing
needs.
Compiled by – Mukund Birje (MBA-BT, Sem III)
3
Back to Society
A CSR Initiative by Ranbaxy - Ranbaxy Science
Foundation
Ranbaxy Laboratories Limited, headquartered in India
is credited for producing a wide range of affordable
generic medicines and trusted by healthcare
professionals and patients across geographies. The
Company is serving its customers in over 125
countries and has an expanding international portfolio
of affiliates, joint ventures and alliances, ground
operations in 49 countries and manufacturing
operations in 9 countries.
Despite all this the company still realizes it has its own
share to contribute towards the well being of the public
upon which their business is based. Thus Ranbaxy
Science Foundation (RSF) was constituted by
Ranbaxy Laboratories Limited in order to add a social
dimension to the organization. Late Prof. V.
Ramalingaswami, was the founder Chairman of the
Foundation. It was incorporated as Ranbaxy Research
Foundation in 1985 and was later reconstituted as a
separate society and registered under the Societies
Act in May 1994 with an implicit mission of giving
impetus to research activity and help in reviving India’s
great scientific tradition. Looking at Indian industry,
there are two clear strands emerging: one is our huge
talent pool in terms of scientists and chemists; second
is our mathematical skill.
This Foundation instituted Ranbaxy Research Awards
to recognize original outstanding contributions in the
fields of Medical and Pharmaceutical Sciences. Every
year it invites nominations for 4 awards – 3 Awards for
Rs.1,00,000/- each in the fields of Medical Sciences in
Basic. Applied and Clinical and 1 Awards of
Rs.1,00,000/- in the field of Pharmaceutical Sciences.
So far 104 scientists have been honored by the
Foundation.
The organization is dedicated to promote scientific
endeavors in the country by encouraging and
rewarding and channeling national and international
knowledge and expertise on subjects connected with
treatment of diseases afflicting mankind. To achieve
these objectives, the Foundation conducts Round
Table Conferences on topics concerning public health
and symposia on topics at the cutting edge of research
in medical sciences to explore the latest in the
selected area of specialty and its potential application
for the benefit of mankind.
Being committed to recognizing and furthering
excellence, the Foundation has also initiated
“Research Scholarship Awards for the Young
Scientists” with an aim to stimulate their interest in
research.
Nominations are invited from Heads of Research
Institutions, Universities, Medical and Pharmaceutical
colleges, for the Ranbaxy Research Awards of Rs.
50,000/- each for excellence in original research work
in Medical and Pharmaceutical Sciences Medical
Sciences: One award each for Basic Research and
Clinical Research.
Pharmaceutical Sciences: One award Sponsored work
of Indian Scientists, both in India and abroad, together
with their bio-data, research achievements, awards
received in the past and papers published may be
forwarded to the Ranbaxy Science Foundation
A few eminent people who were rewarded for their
immense contribution to the world of healthcare and
medicine are Dr. Sankar Ghosh, Professor, Section of
Immunology and Department of Molecular Biophysics
and Biochemistry, Yale University School of Medicine,
USA, who received the award for his several ground-
breaking discoveries in the broad field of cell signaling
in immunology.
Dr. Nirbhay Kumar, Professor, Molecular
Microbiology & Immunology, Bloomberg School of
Public Health, Johns Hopkins University, USA, and Dr.
B.C. Das, Director of Institute of Cytology and
Preventive Oncology (ICPO), India.
Dr. B.C. Das was selected for the award for his
original contributions in the early detection and control
of cervical cancer which is a major cancer among
Indian women and a public health problem. All the
contributions other than these are equally important
and noteworthy.
The company thus contributes a lot to the research in
the nation by motivating these people and steering
their researches. This entire concept serves a dual
purpose of providing the leading pharmaceutical in the
nation with good research leads and identifying the
true potential of hidden scientists thus bringing out the
stars among the researchers. This creates a win-win
situation for both the company and the researcher.
However the benefits are not restricted to the company
and the researcher it is a boon as well to the entire
science community and the ultimate beneficiary is the
consumer to whom the entire industry caters.
Hence this effort is a worthwhile and very well reflects
the ideals of the company wherein it focuses on the
public interest with significant contribution to the
society through its own members.
Compiled by: Ashish Mishra, Queeny Bubana
(MBA-BT, Sem III),
4
“We are on the rising curve...”
Mr. Alvin Saldanha is working as the Chief Creative
Officer with Watermelon Healthcare Communications,
Mumbai. The PUMBA Gazette Interview Team caught
up with him for an exclusive interview.
Q How has the healthcare advertising sector
grown pertaining to India post liberalisation?
Indian healthcare advertising has seen a really
pronounced growth in the last 10 years. Look at it
from the point of view of the healthcare advertising
agencies: they are now a significant chunk of Rs.
20,000 crore advertising sector and almost every
major agency has a healthcare arm.
Q What are the major areas that healthcare
advertising currently encompasses?
If you are talking about healthcare, then wellness,
preventative brands and sheer lifestyle products are
the major areas. If you want to include pharma, then
factor in pharmaceuticals, biotechnology products,
hospitals, other healthcare delivery organisations,
medical devices. Indeed, any product in this space that
is competing to be purchased falls under this purview.
Q Are there any differences with respect to
advertising for healthcare products in
domestic and global markets?
The differences that are true vis-à-vis consumer’s
sensibilities, preferences and choices in domestic and
global markets are utterly true here too. Take vaccines
for examples; they are far more adopted in the West
than they are here. India also has more restrictive laws
for DTC advertising, so that has its effect. India is still a
under-branded and under-marketed place, and what is
true for any brand is true for a healthcare brand.
Q Being highly niche, how well is healthcare
advertising accepted?
We have our very own credibility and plausibility now,
and we are no longer the step-sister of the major
advertising agency.
Q How is a balance maintained between scientific
information and aesthetics in case of ‘me-too’
products?
‘Me too’ products depend entirely on what you are
referring to as aesthetics. Scientific information, to use
your phrase, has very little weight in this space. To
clarify, the brand attributes, not the product attributes
are the deciding factor in a multi-seller market space.
Q What are the new forms of media being
explored?
The web, in its 3.0 form, is the biggest developing
platform.
Q How influential is Digital media in advertising
healthcare products?
There are billions of sites on the web, for example, that
cater to medical, pharma and wellness spaces and
they have gigantic databases and repeat visitors. It
doesn’t take a genius to do the math.
Q How has recession affected the field of
advertising?
Advertising per se has taken a body blow, but many
different media have reported stratospheric growth.
Radio has benefited from the reduced media costs, as
has many kinds of online advertising, for the very
same reason. Pharma and healthcare agencies have
not been so badly hit, because the ‘demand’ for their
brands is constant, and if I may be a little ghoulish, a
lot of pharma product sales go into overdrive when
people are facing bleak days.
Q What is the future trend anticipated in this
sector?
Growth, pure and simple. We are on the rising curve of
a whole new trend in holistic, empowered living and
the pharma and healthcare brands will benefit
enormously from it. These brands are not necessary
on the shelves in bottles and tubes, they are the entire
gamut of wellness, and that is particularly where the
growth will be manifest.
Compiled by: The PUMBA Gazette Interview Team
5
PUMBA News
INDUCTION: BATCH OF MBA BIOTECHNOLOGY
2009-11
Induction which is one of the most cherished traditions
in PUMBA, modelled on the framework of corporate
inductions, focuses on getting the students familiarised
with the internal and visiting faculty, the premises, the
culture and the norms of the course.
With a format which includes the Head of the
Department Dr.B.V.Sangvikar who welcomed the
students and the Dean of Faculty Dr Capt C.M.Chitale
who addressed the students pertaining to the norms
and requisites of the coming 2 years and their further
stint with the Corporate.
Esteemed speakers from the Biotechnology industry
briefed the fresh students of the requisites of the
various sectors and where they can suppose to see
themselves at the end of the 2 years.
The chief guest Dr. Ravetkar Senior Director, Serum
Institute of India, a very widely acclaimed scientist
briefed the students about the current scenario of the
biotechnology industry and the opportunities in the
vaccine industry.
The first speaker Dr Suruchi Mandrekar, Senior
Research fellow, Chest Research Foundation India,
detailed the outline of Clinical research in India and the
Future prospects in the industry.
Dr Salvi, Director, Chest Research Foundation took
the opportunity to motivate the students.
Mr Girish Atre, Managing director, Surujan Foods, an
esteemed alumnus of PUMBA, gave the students
valuable insights on the FMCG sector.
Mr Atul Aslekar, Chief Technology Officer,
Vlifesciences laid the framework for the Drug discovery
and delivery systems operational in the
Pharmaceutical industry and the prospects for growth
in it. Ms Deepa Joglekar, Manager, HR and
Administration,Vlifesciences spoke to the students
about the future openings in Human Resources for
freshers in the field of Biotechnology.
A two day long induction was conducted with a
perspective of encouraging the students to give in their
best from the very beginning of their foray into the
corporate world.
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INDUCTION: EXECUTIVE MBA BATCH OF 2009-11
The second privileged batch of Executive MBA was
th
inducted on the 17 July, 2009.
The course is structured to give the additive theoretical
backdrop for all those whose zest to learn is not over
yet and to enable them to strengthen their profiles and
performance in the corporate.
With a warm welcome for the Head of the Department
and the Dean of Faculty of Management, they were
encouraged to make the most of their stint at
Management education by Mr Baharte, Managing
Director, SEED Infotech ltd, the chief guest on the
occasion.
GUEST LECTURES:
MR SAMEER KOLHE, GENERAL MANAGER,
INTERNATIONAL MARKETING, INDOCO REMEDIES
Yet another esteemed alumnus of PUMBA came back
to his roots to tell the future batch of PUMBA of his
experiences of the corporate world and what gives
them the edge over the others. He also touched upon
the necessities to perform in the corporate, utilize your
knowledge as your differentiation and stand out as
they traverse through their years of work.