In our last post, we learned about the complete Marketing Strategy of Alkem Laboratories, a government-owned insurance and investment company. In this blog, we’ll look through the marketing strategy of Divis Laboratories – India’s pharmaceutical company & the World’s largest active pharmaceutical ingredients (APIs) manufacturing facility.
The objective is to help you gain insights into the marketing of divis laboratories’ or any Pharmaceutical Marketing for that matter, and understand how an API manufacturing firm generates revenue without any marketing strategies unless it follows a B2B business model.
If it splits its strategy into another separate public company i.e D2C business model. We also look through how the transition from being a commercial process for the manufacturing of APIs and intermediates and becoming India’s second most valuable pharmaceutical company.
Marketing is an integral aspect of a company’s DNA that may make or break its success. As users all around the world migrate to the digital environment, marketing has followed suit. If you’re interested in modern digital marketing, IIDE’s Free MasterClass on Digital Marketing 101, taught by our CEO and Founder, Karan Shah, is a must-attend.
This blog will go into the marketing strategy of Divis Laboratories and marketing approaches in detail. Let’s start by learning about the company’s history before we dive in.
About Divis Laboratories – Company Overview
Established in 1990, Divi’s Laboratories Ltd. manufactures pharmaceuticals. It produces generic active pharmaceutical compounds as well as a unique synthesis of active components for innovative firms. Divis Laboratories is based in Hyderabad, India. It was engaged in the manufacturing of leading generic APIs, Nutraceutical Ingredients, and custom synthesis of APIs and Intermediates for global innovator companies primarily for export to regulated markets such as the US and Europe.
Initially, the company focused on creating commercial techniques for the production of APIs and intermediates. Divis is a prominent manufacturer of APIs (active pharmaceutical ingredients), intermediates, and registered starting materials in over 95 countries, providing high-quality goods with the greatest level of compliance and integrity.
Divi’s was recently named one of the top three API manufacturers in the globe, as well as one of the top API companies in Hyderabad. The company has six manufacturing plants and three R&D centres in India.
Divi’s is an Indian public limited company with a revenue of INR 7050 crores ($960 million) for the fiscal year 2020-21. With two manufacturing facilities, a market presence across several countries, and a team of ~17,000 employees, Divis continues to innovate to bring robust techniques to facilitate sustainable manufacturing processes.
|CEO||Satchandra Kiran Divi|
|MD||Murali Krishna Prasad Divi|
|Market Share/ Revenue||₹5,584.05 crores (US$730 million) (2020)|
|Vision||To manufacture high-quality Generic APIs, Custom-synthesis of APIs & Intermediates to the Global Pharmaceutical & Nutraceutical industry through sustainable leadership in chemistry.|
|Tagline||“Striving for leadership through chemistry”|
Marketing Strategy of Divis Laboratories
A marketing strategy is a company’s plan for reaching out to potential customers and converting them into paying customers.
Divis Laboratories Ltd. manufactures pharmaceuticals. It is a B2B business model so it doesn’t possess any particular marketing strategy. But its competitors were far ahead of Divis labs in deploying marketing strategies for brand building and creating a D2C business model.
Segmentation, Targeting, and Positioning
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.
Divis Laboratories Ltd is an active pharmaceutical ingredient (API) and intermediates 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.
Divis Laboratories position itself as the largest pharmaceutical laboratory in 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.
They are a collection of strategic activities designed to help a company achieve its aim or objective. A marketing campaign can promote a product, a service, or a company’s entire brand. There are many marketing campaigns conducted by Divis Laboratories on any media channel – TV, Newspapers, Social Media, or Advertising.
The social campaign by Divis Laboratories was the distribution of free covid kits to schools during the covid-19 pandemic. Contribute Rs.10 Crore funds to CMRF, Telangana & Andhra Pradesh during the covid-19 period. They set up oxygen generation plants in two major Government hospitals, helping patients have access to uninterrupted oxygen supply. And also sanitised villages, schools and hospitals during that pandemic.
Divis laboratories are also contributing to development campaigns throughout the country for a long period of time. They constructed roads, Bus shelters, Community Halls, drains, and Dahana Vaticas. Divis laboratories also provided traffic lights and their accessories with the street lights. They also distributed Gym equipment distribution to Cherukupalli Panchayat.
Being a part of the health sector, division laboratories contributed a lot to the health sector of India. They have done many health campaigns in different urban and rural areas. They try to create health awareness among the underprivileged people living near their manufacturing units. They also organise free health camps and dental camps in different parts of India.
Social Media Marketing
Social media marketing is a sort of digital marketing that makes use of the widespread use of social media networks to achieve marketing and branding goals. The company can be found on Facebook and LinkedIn. They have more followers on their LinkedIn rather than on their Facebook page.
Facebook: They contain 7,381 followers on their official Facebook page.
LinkedIn: They have 21,504 followers on their LinkedIn page.
Since they only cater to the B2B range, they don’t use a social media marketing strategy to increase their sales. They were very active only on these two handles up to date. The posts are sort of just informational-based. The type of content they deploy is related to company information. But their competitors were present in every social media marketing and it gave the competitors a step ahead to skyrocket their sales in B2B and D2C business models and stand way ahead of Divis Laboratories.
The volume of keywords for Divis Labs was 2,162 which is not bad and they must improve their number to compete with their competitors. The Organic Traffic on the website was 70,540 which is considered a good and ideal one but they must not get down back and make continuous efforts to balance and improve them.
It’s the method you use to increase the amount of organic traffic you get from search engines. As we have seen, Divis laboratories’ organic traffic is around 70,540 which is good and we have seen it’s working hard enough to get more organic traffic and most of its traffic comes from searches made online. The volume of keywords for divis laboratories is around 2,162 which is ideal and must improve by working hard enough to keep the brand soaring in the Google organic SERP results.
The company doesn’t use any influencers. Since it is a B2B business model. If it starts its D2C model then influencer marketing helps them to boost its brand naming and increase its revenue.
The company doesn’t have any online stores to sell its products. Its online portal is only for informational purposes. But if it deploys a D2C business model like its competitors then Ecommerce Strategies help them to boost its revenue.
The company doesn’t have any mobile apps. Unless it enters the D2C model it doesn’t require any mobile app.
Content Marketing Strategies
The company doesn’t have any sort of content marketing strategies. Its competitors have already deployed many content marketing strategies for the D2C business model which includes information in the shape of blogs, social media posts, a press release on what the company is doing and its focus, etc. They don’t use any particular channels to address their distributors.
This ends our elaborative marketing strategy of Divis Laboratories. Let us conclude our learning below from the marketing strategy of Divis Laboratories.
What’s Unique in Divis Laboratories Marketing?
Divi’s Laboratories Ltd. is a pharmaceutical company. It engages in the manufacturing of generic active pharma ingredients. Its brand is not well-known and its marketing strategies were not great because it doesn’t utilise digital marketing to the full extent. Divi’s Laboratories’ business model is basically B2B so doesn’t require many marketing strategies.
With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Divis Laboratories has given you a good insight into the company’s marketing strategies.
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