Profound Marketing Strategy of Gland Pharma – With Detailed Explanation

Updated on: Dec 30, 2022
Marketing strategy of gland pharma - featured image

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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 a previous article, we learned about the detailed Marketing Strategy of Bristol Myers Squibb. In this blog, we are going to elaborate on the marketing strategy of Gland Pharma – India’s fast-growing small-molecule generic injectables-focused company.

The motive is to learn and gain insights into Gland Pharma. How it became India’s fast-growing small-molecule generic injectables-focused company and Gland Pharma aims to meet diverse injectables needs with a stable supply of affordable and high-quality products.

So, as we all know and see, the world is fully online now and moving towards digitalisation, and marketing is the backbone of every industry. Check out our Free Masterclass on Digital Marketing taught by IIDE’s CEO and founder, Karan Shah, if you’re curious to learn more about marketing.

We will learn the entire marketing strategy of Gland Pharma by the end of this blog. Let’s start with the company’s history, target market, and online presence before digging deep.

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About Gland Pharma –

marketing strategy of gland pharma - gland pharma logoSource – InvestorZone

Gland Pharma Ltd. was incorporated as ‘Gland Pharma Private Limited’ a private limited co. under the Companies Act,1956 on March 20, 1978, and was granted the certificate of incorporation by Registrar of Companies Andhra Pradesh at Hyderabad and consequently converted into a public ltd. co. the company is primarily engaged in manufacturing injectables formulations.

The company is one of the fastest-growing generic injectables-focused companies by revenue in the United States from 2014-2019. The company has eight manufacturing facilities in India, including three API facilities, four final formulation facilities, and facilities with a total of 23 production lines.

By March 31, 2022, the company had more than 60 nations, including the United States, Europe, Canada, Australia, India, and the rest of the world, where it sold items primarily through a business-to-business (B2B) model. The business consistently complies with a variety of regulatory frameworks in various markets. The company also has a long history of developing, manufacturing, and selling complicated injectables, as well as a deep understanding of the associated complex scientific-technical and regulatory processes.

It is categorised as a corporation limited by shares and is a publicly traded unlisted firm.

The company’s authorized capital stands at Rs. 2430.0 lakhs and has 1549.49 lakhs rs. paid-up capital. It is majorly in the manufacturing ( metals & chemicals and products thereof) business for the last 44 years and currently, company operations are active.

It signed an agreement to supply up to 252 million doses of RDIF’s Sputnik V COVID-19 vaccine. It also agreed to the purchase of the R&D and manufacturing facility of Vitane Biologics a biopharmaceutical company located in Hyderabad.

It partner with several pharma companies based on an expense and profit-sharing model. We enter into long-term development, medicine licensing, manufacturing and supply agreements with our marketing partners.

Quick stats on Gland Pharma –

CEO Srinivas Sadu
Area Served Worldwide
Industry Health care
Market Revenue $44 billion
Vision To be a global injectables player, providing value-added total solutions


Marketing Strategy of Gland Pharma –

Let’s have a look at the marketing strategy of Gland Pharma and how the company carries out its marketing campaign regarding their products.

Segmentation, Targeting & Positioning 

The market consists of various demographic characteristics, needs and behaviours. So, strategic segmentation provides an opportunity to target specific messages and campaigns to specific audiences. Gland Pharma segments its market into all regions and cities.

Here, the target audience is mainly business organisations that deal with pharma products.

Targeting enables organisations to narrow their focus and aim marketing campaigns and messages at a specific segment of the market, thus becoming more relevant to the audiences and increasing the chances of conversion into a customer. Select one segment to be your main focus and additional ones you would like to include. Gland pharma targets business(pharma) organisations. 

Organisations can position their products and services based on 4 variables- product quality, service quality, price and fulfilment time. Gland Pharma positions its markets as a leading injectable pharmaceutical company and established a portfolio of injectables products across various therapeutic segments and delivery systems and is present in sterile injectables, oncology and ophthalmics with a focus on complex injectables.

Marketing Campaigns

As of now, Gland Pharma does not execute any marketing campaigns to attract customers.

Empathy for the patient, product messaging, product distribution through intermediaries and sales, pricing, and the brand itself is necessary for success in the pharmaceutical industry. The marketing division of Pharma Company has consistently aimed toward this.

You can infer the significance of pharmaceutical marketing from this. More market share is rarely attained in the pharmaceutical sector without marketing.

The marketer’s efforts not only increase sales but also help the company build a name in the market, expand into new stores and locations, and keep existing consumers happy. Successful pharmaceutical marketers carry it off with style. It takes an efficient marketing plan, not just any old plan, to accomplish all of them.

Gland Pharma should look around various pharma campaigns and launch some campaigns as per the interest of their audience. Some of the Pharma campaigns are – 

  • Dabur Gastrina Tablets print campaign
  • Meiji and Dentsu: You and the Immune system
  • Insmed:  A Thousand words about NTM

Social Media Marketing

Gland Pharma is active on Social Media like Instagram, LinkedIn, and Facebook. 

  • Instagram – 638
  • Facebook – 226
  • Twitter – 217
  • LinkedIn – 47K 

The posts contain mostly promotional and informational content along with some posts related to their new product launch.

SEO Strategies

marketing strategy of gland pharma - ubersuggest seo screenshot

Source – UberSuggest

As per SEO ranking, the number of followers below 500 is bad, above 1000 is good, and 10000+ is amazing. On gland pharma’s website, there are2K+ organic keywords which are considered as good. 

Additionally, they have 6K+ monthly visits which are satisfactory as monthly visits above 20,000 are amazing.

Influencer Marketing

Any examples on gland pharma using influencer marketing is not seen. But they can use influencer marketing as their competitors use it for their benefit. Influencers help to promote the product so that gland pharma gains popularity.

E-Commerce Strategies

Gland Pharma has its website from where they sell its products with special offers. Besides that, it adopts multi-channel like a marketplace, retail, catalogue, social media platform, and online store.

Mobile Apps

Currently, the company has no mobile apps to market its products. But every brand must-have mobile apps to target their customers because most of the masses are engaged in mobile as it is user-friendly for them in terms of convenience, time, etc. people want everything on their mobile as and when they need it, so it an opportunity for brands to generate filtered audience by meeting out their expectations and mobile app is one of the sources.

Content Marketing Strategies

Content marketing is not new, it has been around for over a century in many different forms. Content in the forms of ideas, product information, and reviews was what many customers wanted to read in a particular e-mail. Content marketing works and will always work because it offers value to potential customers and also it fills the requirements for information, it engages them and it does not use abstract methods to sell to them.

Gland Pharma is very active on the social media platform. The post content is related to their new innovative products, awareness messages, informational details, etc. they post their content on their website, LinkedIn, Facebook page, and Instagram page. Also, they use print media like The Hindu, Indian Express, etc. Other sources are- moneycontrol, etc.

This ends our detailed & informative marketing strategy for Gland Pharma. Let us conclude our learning below.

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What’s Unique in the Marketing strategy of Gland Pharma?

In the marketing strategy of gland pharma, we saw that gland pharma operates worldwide. Though it lacks in its digital marketing methods, it is still trying to evolve and grow in the digital sector. 

Now, in today’s world digital marketing become the core factor in every industry. The pandemic has paved the way for it to evolve. It enables you to better understand your market share, competitors, customer behaviours and profiles etc. it gives direction to create new competitive advantages with technology. It is cost-effective and user-friendly.

It improves brand awareness and the reputation of the business through online presence and builds trust in consumers by updating social media pages with a new product. We can design an effective campaign and if any glitches arise, they can be fixed immediately.

Learning about the expanding sector of digital marketing is crucial given its growing influence. Check out IIDE’s 4 Month Digital Marketing Course and 11-Month Digital Marketing Course if you want to learn more and expand your skills.

We hope this blog on the marketing strategy of gland pharma 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 gland pharma, check out our IIDE Knowledge portal for more fascinating case studies.

Feel free to make a comment after reading this case study on the marketing strategy of Gland Pharma and thank you for your time.

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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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