Q1.

How did the understanding of customer behavior help with its marketing
strategy?

Glenmark team understanding of customer behavior:

They concentrated on the Special segment: They primarily focused on the Dermatologist, Nephrologist,
Neurologist and Diabetologist. In order to improve their credibility in mind of customer as they product is
very sensitive.

To capture First mover advantage: They made an early entry in high growth therapy segment. They
sensed the need before other and provided a solution to that problem leading more acceptance among
the customer.

Differentiate the product: They clearly differentiated their product from that of other. They highlighted
their USP at various events in order to have a large customer base.

Comparative advertising: They used comparative advertising to show how they are unique in their
offering. They showed high quality manufacturing is being used and packing standard.
Q2. Evaluate branding program for Telma. What were its key ingredients in its
branding program?

Sol. Branding program for Telma was quite strategic from beginning when it was introduced in
Indian market. The whole program can be divided into further steps :-

Establishing the brand (2003-05)

Mistry established efficacy and safety of Telmisartan as a molecule by investing in marketing

resources to establish positive image of brand in minds of medicine prescribers mainly
cardiologists. They came two programs: Telma day (marketing event) and a bi-monthly magazine
- Telma Times (consisted of latest updates on Telmisartan molecule).

They also came up with molecule comparison booklets and clinical trial booklets to establish the
presence of Telmisartan molecule.

Growing the Brand (2006-08)

Mistry started comparative marketing by showcasing her brand's superiority while comparing to
the competitors in terms of manufacturing and packaging standards.

They also started participating in various conferences related to cardiology and establishing good
rapport with the cardiologists and general physicians by a way of "a booth for brand" visibility.

They also came up with patient education programs like world heart day, hypertension heart
control month and free health check-ups and workshops over healthy living to engage with the
end users.

Fortifying & Sustaining the brand (2008-14)

They reinforced their brand image by ONTARGET marketing campaign as a responsible and
responsive brand in the Indian market.

They came up with campaign like Tel MA (Tell your mother) on radio & television which were
quite creative to remember. Their brand messages like "USFDA approved ARB" or "most
prescribed ARB" were targeted over physicians.

Key ingredients in its branding were -

Its highly differentiated positioning statement - ON TARGET... 20 hours + crucial last 4 hours,
which itself explained its differentiated message that drug worked for 24 hours even in last 4
morning hours when probability of stroke occurrence is quite high.

Comparative marketing, comparing its benefits to those of competitors.

Targeting right prescriber base, Telma targeted and convinced cardiologists (influencers for
consulting physicians), diabetologists, neurologists and nephrologists.
Q3. What are the key competitive threats to Telma Leadership, and what strategy
Telma should adopt to combat that?

There are always different alternatives or substitutes of any medicine available in market,
these can be directly or indirectly linked to product. In the same way Telma a Telmisartan
tablet used as an anti-hypertensive tablet has direct rivalry from other combination of drug
medication like Ramipril, Losartan potassium, atenolol and others. Among all the
Anti0Hypertensive drugs Telma is priced highest, though it provides 20+4 hours critical
care, switching cost for the consumers is very high and there are very high chances that
consumer can switch to power price segments.

Increased Competition from Generic Drugs has been a potential threat of Telma as FDA
pushes lower-cost generic drugs out to market faster.

There are various measures which Glenmark can adopt:-

 Build and invest in marketing to establish point of differentiation in customer

perception and increase customer loyalty.
 Telma can invest in research and development more to make sure they have
competitive advantage to rivals.
 Telma should involve making constant changes to your business so that it is
difficult for competitors to compete
 Telma should focus on building economies of scale in production and sales.
 Increase existing advertising expenditure