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Extensive Marketing Strategy of Granules India – Complete Overview

by | Case Studies | 0 comments

In our previous article, we learned in detail about the marketing strategy of Alkem Laboratories. In this article, we are going to elaborate on the marketing strategy of Granules India – A pharmaceutical company. 

Whenever we talk about any company, the first question that comes to our mind is: How does this company sell its product in the market? What exactly is the marketing strategy, we should apply in our respective companies to lengthen ourselves and trade our product in the market. So, this article is all about what marketing strategy we should use? Why is it relevant to study marketing strategy? And marketing strategy of Granules India.

A marketing strategy refers to a company’s overall business game plan for reaching proposed consumers and turning them into consumers of their products or services. As in today’s world where everything is digital. It is essential to learn and practice digital marketing. 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 Granules 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 Granules India. 

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About Granules India

Granules India is a publicly listed Indian pharmaceutical company in India. A high-growth pharmaceutical product manufacturing company with 34 years of experience serving the world and it is based in Hyderabad, India. They manufacture high-quality Active Pharmaceutical Ingredients, Pharmaceutical Formulation Intermediates, Finished Dosages, Oncology, High Potent APIs, and Finished Dosage Forms.

They strive to provide access to safe, effective, and affordable medicines to customers. In 1984 a laboratory named Triton laboratories was formed to produce paracetamol API at our Bonthapally facility in Hyderabad, and in 1991 management incorporated another entity named Granules India. And by the year 2020 Granules laid the foundation for the largest single manufacturing site for a multi-unit pellet system facility.

Quick Stats on Granules India
CEO Dr. K.V.S. Ram Rao
MD Dr. Krishna Prasad Chigurupati
Area Served India
Industry Pharmaceutical industry
Market Share/ Revenue Over INR 500Cr
Vision To be the global leader in pharmaceutical manufacturing by process innovation and unparalleled efficiencies.
Tagline Global manufacturer of cost-effective pharmaceuticals

 

Marketing Strategy of Granules India 

Granules currently supply to customers in over 75+ countries. They produce about 22 different numbers of products. Over the years, Granules has evolved from being an API manufacturer to a company that has a strong presence across the value chain.

The marketing strategy of Granules India is basically through press releases where directors of Granules India conduct a press conference about new products being introduced into the market and about the licensed medicines the company will be launching in the market. 

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.

Granules is a Paracetamol, Ibuprofen, Methocarbamol, Metformin, and Guaifenesin, a manufacturing company situated in India. The company specializes in the production of leading Paracetamol, Ibuprofen, Methocarbamol, Metformin, Guaifenesin, and custom API and intermediate synthesis for worldwide innovators.

So, their market segmentation is Pharma global Innovator Companies. They do not target a particular organization or distributors.

The leading pharmaceutical in India is Granules. 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.

Granules are the leading pharmaceutical company in India. They work on the development and production of a wide range of medical equipment and medications.

 

Marketing Campaigns

#DCAT Week 

Marketing Strategy of Granules India - Campaign 1

Granules took participated in #DCAT week is organized in New York city from 21-24 March. As the global event held annually in New York City for companies engaged in the Bio/Pharmaceutical manufacturing value chain Granules looked forward to meeting their business partners, industry colleagues and friends. The event was successful for Granules because they got a chance to give and take different valuable information. 

#GreenVendorWorkshop

Marketing Strategy of Granules India - Campaign 2

Granules conducted a #GreenVendorWorkshop to explore avenues of sustainable growth. The online session was focused on the Granule #ESG initiative & its code of business conduct. This session was conducted on 17th November 2021, with the slogan of Creating a Better Tomorrow By Exploring Avenues Of Sustainable Development. The virtual session was successful and more than 100 business partners participated in this session. 

#WorldCancerAwernessWeek

Marketing Strategy of Granules India - Campaign 3

Granules took part in the #worldcancerawarnessweek to spread awareness, inspire change, and reduce the global impact of cancer. The awareness week was from 7th to 13th November in 2021. Cancer that affects the Indian population is lung, breast, cervical, head and neck cancer. It is important to know that the diseases exist so it’s better to check on time. This awareness week helped many people to get into their feet and check.

 

Social Media Marketing

Linkedin: All their content is generally about companies, vacancies and the plans of Granules India. 

Marketing Strategy of Granules India - LinkedIn

Twitter: The Granules of India are most active on Twitter. They mostly post content about the licenses they got on chemical products and chemical elements that the company uses in their products. 

Marketing Strategy of Granules India - Twitter

Facebook: The granules of India are active on Facebook. They mostly post about the licenses, plans, festival wishes and many more. 

Marketing Strategy of Granules India - Facebook

  • Granules India is most active on Twitter with 33k+ followers and their last was from April 1st. 
  • Many news channels also have content on Granules India like youtube videos on HYBIZTV HD and CNBC-TV18. Newspaper article by The Economic Times, Telangana Today, about licenses on medicines. 
  • Their content is all related to licenses on different types of medicines, their salts, and chemical products.  


SEO Strategies

Marketing Strategy of Granules India - SEO

SEO is still one of the most cost-effective ways to market your products in the long run. These days most businesses have started investing more in SEO. As per Ubersuggest data, Granules India has done decently good work with SEO Strategy. Granules’ organic traffic is around 25,290 users per month, which is good. But Granules should have a look at its SEO strategy as its other competitors are way ahead in this aspect. 

SEO strategy has no other alternative and Granules seems to lose the battle with its competitors. The data shows that its SEO strategy is good but they have to do better than this to beat the competition. They must improve to keep their brand at top of the Search Engine Page Results. 


Influencer Marketing 

This company does not have any influence because this is a medical-based company, a manufacturing company that mass produces medical drugs. So, it is not suitable to involve the public figure in these kinds of areas.


E-commerce Strategies

The products of Granules are widely spread in the market. Customers can directly connect to their neighbourhood pharmacist. Or you can check online websites like TATA 1mg or Apollo 24/7. 


Mobile Apps

Granules do not have any mobile application. The medicines from Granules are available to all pharmacists. Also to buy drugs-based medicines people required a doctor or a professionally signed prescription. This is not a cakewalk like shopping for clothes online. 


Content Marketing Strategies

When it comes to the content marketing strategy of Granules India. It doesn’t give attention to this part of marketing. They have a little newsletter, press releases section on the website, or social media handles.

 

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

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What’s Unique in Granules India Marketing?

We can say that the marketing strategies of Granules India are relevant according to the company’s share price in the market. The digital marketing approach is not good. The company needs to work more on their social media handles and approach their retailed customers in public view.  

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 Granules 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 Granules India, check out our IIDE Knowledge portal for more fascinating case studies.

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

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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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