Detailed Marketing Strategy of Abbott India – With Company Overview

Updated on: Sep 12, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our last post, we learned about the marketing strategy of galaxy surfactants. Here, we are going to summarise the marketing strategy of Abbott India – as India’s one of the leading Pharmaceutical companies.

Established in 1910, Abbott in India is one of the country’s oldest and most admired healthcare companies. We provide consumers with a diverse range of diagnostics solutions, medical devices, nutritional products and established pharmaceuticals that span the continuum of care.

Marketing refers to any actions a company takes to attract an audience to the company’s product or services through high-quality messaging. Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales.

So, if you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by the CEO and Founder, Karan Shah of IIDE.

This blog will go deep into the marketing strategy of Abbott India in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we delve into the marketing strategy of Abbott India. 

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About Abbott India 

Abbott India Ltd is one of the largest MNC pharma companies operating in India. It is a subsidiary of Abbott Laboratories of the USA. Abbott Laboratories held a 75% stake in Abbott India. The company is engaged in the discovery, development, manufacture and marketing of pharmaceutical diagnostic nutritional and hospital products. They are having their presence in both OTC drugs and formulations.

For over 100 years, Abbott in India has endeavoured to be closer to our consumers. This is why Abbott invested in manufacturing plants for its biggest businesses—nutritional products and pharmaceuticals. Abbott Nutrition’s first green-field plant in India will be operational later this year. And our pharmaceuticals business fulfils most of its product requirements in India through two local plants—Baddi in Himachal Pradesh and Verna in Goa.

Headquartered in Mumbai, Abbott India Limited, a publicly listed company and a subsidiary of Abbott Laboratories, takes pride in offering high-quality trusted medicines in multiple therapeutic categories such as women’s health, gastroenterology, cardiology, metabolic disorders and primary care.

One of India’s fastest-growing pharmaceutical companies, Abbott India Limited is part of Abbott’s global pharmaceutical business in India. Abbott India has expertise in product development, manufacturing, sales and customer service and is dedicated to providing high-quality, reliable products with the expert clinical support customers need.

Abbott India Limited believes in providing quality healthcare through a mix of global and local products for people in India. Abbott India’s in-house development and medical teams undertake product and clinical development tailored to the unique needs of the Indian market. Employees work to produce high-quality, high-volume formulations using cost-efficient processes. And the trained personnel are dedicated to ensuring compliance with international quality standards.

Quick Stats on Abbott India
CEO Mr Vivek V Kamath
CMO Rajiv Sonalker
Area Served Worldwide
Industry Health care; Medical devices; Pharmaceutical
Market Share/ Revenue 17499.40 Crores
Vision The vision for our Indian business, its size and growth projection, provides our people with unparalleled opportunities. We empower our people to pursue what inspires them, to innovate and create meaningful and lasting impact.


Marketing Strategy of Abbott India

Due to the rising need for adequate healthcare, the pharmaceutical industry’s business economics continues to face numerous obstacles. As a result, businesses are having a difficult time commercialising their products and designing their marketing strategies. Clinical studies have become more expensive and risky as a result of this. It’s here that market segmentation comes into play.

Segmentation, Targeting & Positioning

Segmentation – The STP (Segmentation, Targeting, and Positioning) marketing model is a well-known strategic marketing strategy today. It’s one of the most popular marketing approaches, with marketing execs praising it for making communication more effective and simple.

Abbott India Ltd is a generics, formulations, and nutraceuticals manufacturing company situated in India. The company specialises in the production of leading generic chemicals, nutraceutical components, and custom API and intermediate synthesis for worldwide innovators. So, their market segmentation is Pharma global Innovator Companies. They do not target a particular organisation or distributors.

Targeting – The largest pharmaceutical laboratory in India is Abbott India. They are now the only firm capable of conducting and patenting clinical trials on patients, as well as manufacturing all of the pharmaceuticals that they can. Although the corporation is best recognized for researching and distributing medications, it also develops and manufactures a wide range of medical devices and pharmaceuticals.

Positioning – Abbott India is India’s largest pharmaceutical laboratory. They are now the only firm capable of conducting and patenting clinical trials on patients, as well as manufacturing all of the pharmaceuticals that they can. They work on the development and production of a wide range of medical equipment and medications.

Marketing Campaigns

‘Don’t Wait for Life’ campaign

Marketing Strategy of Abbott India - ‘Don’t Wait for Life’ campaign

Abbott India launched the ‘Don’t Wait for life’ campaign in 2020 that encourages people to live their best life. The campaign focuses on the brand’s pursuit to address health challenges through technologies and solutions developed by Abbott India. Technologies play a vital role in enabling better health so that people can live their best life, today and in the future too.

Marketing Strategy of Abbott India - Campaign 2
Unlimited Possibilities. Unstoppable You.

The ad conveys the message that even if you had health issues in the past, by taking care of yourself and believing in the power of good health you can discover the unstoppable you and find infinite possibilities. 

In the commercial, a movie production team is highlighted in which the director, sound recordist, producer etc. and many others tell about what health issues they had in their past but still they are filming a movie at the peak of a hilly mountain just because of the power of unstoppable and a belief of possibility beneath them. 

The ad promoted Abbott India’s smart health care that has made people lead their life.

Marketing Strategy of Abbott India - Campaign 3
Health & Human Dignity

One of the most viewed commercials by Abbott India – Health & Human Dignity is all about the life-changing technologies such as medical devices developed by Abbott India to take back the little moments illness takes from us because dignity demands it. 

Devices to repair heart value, device that reminds to take a day’s medication, heart monitoring devices, glucose monitoring device, COVID-19 self-test and lastly science-based nutrition for all ages, all by Abbott India highlighted in the commercial.

Social Media Marketing

One of the most essential methods – for Abbott India is creating and maintaining a great brand through social media marketing. The company’s social media accounts are in charge of assisting in the development and maintenance of the company’s reputation, and they are one of the most effective ways to do so. 

Key company messages are frequently communicated via the company’s social media pages, which are frequently shared by other companies and industry professionals. The posts are related to onboarding of new employees, health-related festivals, achievements, awards, product promotion, health tips and guidance, festivals, sustainability, webinars, hirings etc. and many more. The company frequently posts on all social media platforms and especially on Instagram. 

This enables the business to have a strong online presence and establish a reputation as a trustworthy source of information and guidance. Abbott India is presented on the below social media platforms – 

  1. Facebook with 320k followers
  2. LinkedIn with 2.9M followers with a massive engagement rate of more than 2k+ likes
  3. Twitter with 31.3k followers
  4. Instagram with more than 118k+ followers and an average engagement rate of 1k+ likes
  5. Youtube with 25.3k subscribers

SEO Strategies

Marketing Strategy of Abbott India - SEO

Search engine optimization (SEO) is a set of strategies used to improve the quality of a website. To guarantee that new and returning consumers can discover them while searching online, businesses require a solid SEO strategy. As we can see, the website has 32k+ organic keywords and it’s considered awesome in SEO terms. The monthly traffic is in the 34k+ range, which is remarkable.

Abbott India should regularly mention their marketing campaigns on their website to attract more people so that their website traffic increases and also brand awareness. Also, they could publish blogs related to covid care, diabetes, fitness, Ayurveda, healthcare, skincare and even medical devices and can promote their products as well.

We believe that the company is doing great in SEO strategies than its competitors and maintains its high position in the market.

Influencer Marketing

The company doesn’t use any influencers. Due to the wide range of pharmaceutical products manufactured by Abbott India, they can hire influencers of any niche or celebrities for promotion and awareness. With the help of influencers, we believe that people will start trusting the company easily and get aware of their products’ quality.

Ecommerce Strategies

The company doesn’t have any online stores to sell its products. Its online portal is only for informational purposes. But the products of Abbott India are available for sale on websites like Netmeds, 1mg etc. Their products are supplied worldwide.

Content Marketing Strategies

Abbott India has mentioned everything about the company and the company’s Infrastructure, Investors, Businesses, R&D, Careers, Media News and press releases as a way to reach them on their website.

The company has posted several marketing campaigns, awareness videos, and event promotions on social sites like Instagram, Facebook and LinkedIn. One can find much more information about the company through its Instagram and LinkedIn page.

This ends with an elaborative marketing strategy of Abbott India. Let us conclude our learning below from the marketing strategy of Abbott India.

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What’s unique about Abbott India’s marketing?

Abbott India is the best in the world and ranks highest by using its Marketing Strategy. Abbott has been dedicated to helping people in India live healthier lives through a diverse range of science-based nutritional products, diagnostic tools, branded generic pharmaceuticals, and diabetes and vascular devices.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Abbott India has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Abbott India check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Abbott India, and do share your thoughts on this case study marketing strategy of Abbott India in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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