In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, Alembic Pharmaceuticals. In this article, we will elaborate on the marketing strategy of Lupin – India’s leading Pharmaceutical company.
This blog aims to show you the becoming of Lupin. From being relatively small to becoming one of the most respected Pharmaceutical brands in India. And this can be attributed to the marketing strategies employed by Lupin Pharmaceuticals.
Marketing determines the success or failure of any company and with the world going digital in almost all spheres, marketing has also not been left out.
If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
In this blog, we’ll go into detail about Lupin’s marketing plan. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.
About Lupin Pharmaceuticals
Source – Wikipedia
Lupin was founded in 1968 by Desh Bandhu Gupta (DBG), who was working as a professor at Birla Institute, BITS- Pilani. He believed science can be a potent catalyst for change and transformation. DBG decided to name his company after a flower.
Lupin flowers can grow in harsh conditions and also nourish the soil. Lupin was founded by DBG to address medical gaps despite the difficulties present in the region, inspired by nature’s example of unselfish giving and resiliency.
The Mumbai-based multinational Pharmaceutical company is currently the tenth-largest generic pharma company in terms of revenues and the seventh-largest in terms of market Capitalization.
Now headed by DBG’s daughter, Vinita Gupta, Lupin has since risen to become a household name in combating tuberculosis. Lupin has also expanded to over 100 countries across 6 continents in the world. Its growth has seen it acquire pharmaceutical companies in India, Japan, South Africa, etc.
|Industry||Pharma and Healthcare|
|Revenue||US$2.0 billion, 2021|
|Vision||Lupin Pharmaceuticals is committed to bringing innovative products for the healthcare professionals to improve the health and well-being of individuals|
|Tagline||Being Lupin, enriching lives everyday|
Marketing Strategy of Lupin –
Let’s start the marketing strategy of Lupin. First, let’s see the STP Analysis.
Segmentation, Targeting and Positioning
This is because Lupin aims to bridge the gap between healthcare and humanity. And this is achieved by developing new and improved products and product line extensions to aid to improve healthcare experiences.
Products for TB, cardiovascular, oral, pediatric products, and antiinfectives have been produced by Lupin Pharmaceuticals
Lupin has made its name as one of the best pharmaceutical companies globally. Its firm stand against tuberculosis has made it a household name in the Healthcare industry.
With more than 35 million Indians suffering from asthma, Lupin launched its digital asthma educator platform (AST Campaign), a campaign to teach asthma patients about the right use of inhalers.
With no cure for asthma, it could be managed with proper vigilance, treatment, drug adherence and medical checkups to enable patients to lead a normal life. This campaign was voted Marketing Campaign of the Year.
The Shakti campaign from Lupin aims to engage the target market across India through a variety of activities, both offline and online, interactive social media sessions, sharing educational videos from doctors, and in-clinic awareness activities for patients to better understand cardiovascular diseases in women.
The campaign’s second phase is intended to assist women in improving their health and significantly contributing to society’s well-being.
Social Media Marketing
Lupin Pharmaceuticals is active on Facebook, Twitter, Instagram and LinkedIn.
- LinkedIn – 194K followers.
- Facebook – 19K followers
- Instagram – 2K followers.
Lupin Pharma is on Twitter but it is not active.
This is because Lupin mainly deals with information content and not promotions.
Source – Ubersuggest
As per SEO rankings, it is said that the Number of Keywords— below 500 is bad, 1000 is good and 10000+ is amazing. We can see that Lupin has almost 36K+ organic keywords, an attestation to the fact that the SEO strategy is amazing.
Also, the monthly organic traffic is 81K+ which is awesome. Lupin has a very strong SEO strategy and will rank higher on Google SERP.
In March 2022, Lupin Pharmaceuticals announced 6-time boxing champion, Mary Kom, as its ambassador for the Shakti campaign.
The campaign aims to enlighten women about the dangers of heart disease among women.
Mary Kom spearheading the campaign, getting women to sign up and be a part of the screening checks to apply the preventive and corrective measures toward ensuring the avoidance of heart diseases.
Lupin Pharmaceuticals has a user-friendly website where its products are easily accessible.
With over 1000 products presently, all you need do is order any product of your choice.
Lupin Pharmaceuticals is most active on all social media spaces but due to their post being informational and not promotional, Lupin has more active followers on LinkedIn.
Photos and videos are mainly used to pass information.
This brings us to the end let’s conclude the marketing strategy of Lupin.
Conclusion – What’s unique about the marketing strategy of Lupin?
The marketing strategy of Lupin has seen it gain recognition from far and wide.
Lupin uses an SEO strategy nicely as the results are seen on the websites.
Lupin also uses Influencer marketing to increase its awareness and connectivity with the audience.
From the marketing strategy of Lupin, you might have understood the importance the digital marketing in today’s world.
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