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Torrent Pharmaceuticals’ marketing strategy leverages innovative pharma marketing strategies, digital marketing, and customer engagement to enhance brand visibility and drive growth. This case study explores the marketing strategy of Torrent Pharmaceuticals, detailing their campaigns, target audience, digital strategies, and recent news, providing comprehensive insights into their effectiveness.
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Updated on: Dec 3, 2024
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About Torrent Pharmaceuticals
Source: Google
Founded in 1947, Torrent Pharmaceuticals has solidified its position as a leading Indian pharmaceutical company. With a strong focus on automotive and industrial lead-acid batteries, the company has expanded its reach to include life insurance.
This pharmaceutical giant has carved a niche in key therapeutic areas like cardiovascular, central nervous system, and gastrointestinal health. Their strategic acquisitions of Elder Pharma, Zyg Pharma, Glochem Industries, Novartis, and Unichem have significantly strengthened their position in the Indian market. To expand its global footprint, Torrent Pharma acquired Heumann from Pfizer and later, Bio-Pharma in the USA.
With a market capitalisation of ₹1,244 crores, net income of ₹668 crores, and total assets of ₹7,751 crores in 2018, Torrent Pharma has undoubtedly established itself as a financial powerhouse.
Big companies like Torrent Pharmaceuticals are looking for digital marketing professionals to take their marketing campaigns up a notch. Many aspirants who want to work in such companies start looking for a digital marketing course to begin their careers in this dynamic industry.
Torrent Case Study – What’s New With the Company?
- Revenue (2023): The marketing strategy of Torrent Pharmaceuticals is one of the main reasons why the company has generated a revenue of ₹8,200 crore (Source: Torrent Pharmaceuticals Annual Report).
- Market Share: 3.8% of the Indian pharmaceutical market (Source: Statista).
- Product Range: Over 1,000 products across various therapeutic segments (Source: Torrent Pharmaceuticals Corporate).
- Employee Strength: Approximately 13,000 employees (Source: Torrent Pharmaceuticals Corporate).
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1. Business News
All thanks to Torrents marketing strategy, In 2023, the company reported a 14% increase in revenue, reaching INR 8,200 crores, driven by strong growth in domestic and international markets.
2. Product Launch
The company recently launched a new drug for hypertension, expanding its cardiovascular product portfolio and addressing a growing healthcare need of its Torrent’s target market.
3. Marketing News
As part of the marketing strategy of Torrent Pharmaceuticals, the company introduced a new digital marketing campaign, ‘Healthcare for All,’ focusing on making healthcare accessible and affordable through innovative solutions.
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4. Celebrity News
Keeping in line with Torrent’s marketing strategy, the company partnered with cricket legend Sachin Tendulkar for a health awareness campaign. This was done to promote the importance of regular health check-ups to live a healthy lifestyle.
Buyer Persona for Torrent’s Target Market
A buyer persona gives a detailed description of Torrents ideal customer. Torrents marketing strategy is based on its audience’s motivations, preferences, challenges, and online activities.
Based on the detailed breakdown, it’s no surprise that the marketing strategy of Torrent Pharmaceuticals leverages social media platforms like Facebook and Twitter to execute its marketing campaign. Here, the company can feature health and wellness with medical advancements that meet the requirements of Torrents target audience.
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Marketing Strategy of Torrent Pharmaceuticals
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.
Torrent Pharmaceuticals Ltd is an active pharmaceutical ingredient (API) and healthcare company situated in India. The company specialises in the production of leading cardiovascular, central nervous system, gastrointestinal and women’s healthcare. Thanks to Torrent’s marketing strategy, the company is also known for its diabetology, pain management, gynaecology, oncology and anti-infective segments.
Torrent Pharmaceuticals positions itself as the largest healthcare/ pharma 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 recognised for researching and distributing medications, it also develops and manufactures a wide range of medical devices and pharmaceuticals.
Are you curious to learn how segmentation, targeting, and positioning can help drive success for companies like Torrent Pharmaceuticals? A free digital marketing certification will help you understand this in detail.
Marketing Strategy of Torrent Pharmaceuticals
Let’s learn about the marketing strategy of Torrent Pharma! And how Torrent Pharma carries the marketing campaign etc.
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.
Torrent Pharmaceuticals Ltd is an active pharmaceutical ingredient (API) and healthcare company situated in India. The company specialises in the production of leading cardiovascular, central nervous system, gastrointestinal and women’s healthcare. The company is also known for its diabetology, pain management, gynaecology, oncology and anti-infective segments.
Torrent Pharmaceuticals position itself as the largest healthcare/ pharma 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.
Digital Marketing Strategy of Torrent Pharmaceuticals
Below is a list of components that are employed when formulating the marketing strategy of Torrent Pharmaceuticals:
1. Social Media
As part of Torrent’s marketing strategy, the company has a social presence on Twitter, Instagram, LinkedIn & Facebook. But are only active on LinkedIn. Their last post on Facebook was in 2017 and since then they haven’t posted anything. Reviewing their LinkedIn history, it’s evident that Torrent Pharma has used their page to share corporate updates. Whether it is a merger or acquisition. Even when they launch a new product they see LinkedIn as the best platform to connect with their followers.
In comparison to all the platforms, their latest post was on LinkedIn. Below is the screenshot of the latest post on their LinkedIn page.
Source: LinkedIn.com
We know how crucial it is for brands to be present on social media to engage with their customers and build solid brand value. Torrent Pharma should use this platform as an opportunity to grow its online presence.
2. SEO Strategies
As per SEO ranking, it is said that the number of keywords (Queries used to look for information online) below 500 is bad, above 1,000 is good, and 10,000+ is amazing. As we can see Torrent Pharma has almost 7,000 organic keywords (Non-paid search terms driving traffic) and is considered a good SEO ranking.
We can also see Torrent Pharma is getting 20k+ organic traffic (Unpaid visits to a website) per month. By working on more SEO strategies Torrent Pharma can keep the brand soaring in Google’s organic SERP (Search Engine Results Page).
People across the country, especially the ones residing in Mumbai and Gurgaon want to explore SEO (an important component of digital marketing). This has led them to search for information using the keywords, ‘digital marketing courses in mumbai’ and ‘digital marketing courses in south gurgaon’.
3. Influencer Marketing
Influencers are not a part of Torrent’s marketing strategy. Since it is a B2B business model. If it starts its D2C model then influencer marketing helps it to boost its brand naming and increase its revenue.
4. E-commerce Strategies
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 E-commerce Strategies help them to boost its revenue.
5. Mobile Apps
The company doesn’t have any mobile apps. Unless it enters the D2C model it doesn’t require any mobile app.
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Marketing and Advertising Campaigns Designed by Torrent’s Marketing Strategy
As part of Torrent’s marketing strategy, the company employs a multi-faceted marketing strategy that combines traditional advertising with innovative digital campaigns. They focus on highlighting their commitment to quality, innovation, and accessibility. A notable campaign is ‘Healthcare for All,’ which aims to promote affordable healthcare solutions. This campaign effectively increased brand awareness and reinforced Torrent’s mission of improving patient lives.
Would you like to research the marketing strategies of other well-known brands? Have a look at our digital marketing case studies now!
The Marketing Strategy of Torrent Pharmaceutical That Failed
As per Torrent’s marketing strategy, the company ran a ‘Mental Health Awareness’, campaign. This aimed at raising awareness about mental health issues and promoting their line of related medications. The campaign featured a series of advertisements intended to remove the shame of mental health conditions and encourage people to seek help.
Issue: The campaign faced backlash for its portrayal of mental health issues, which was seen as insensitive.
Backlash: The issue led to public criticism and negative media coverage.
Response: Torrent Pharmaceuticals responded by withdrawing the campaign and issuing a public.
Many businesses across India, especially the ones operating in Lucknow, face marketing challenges, but there’s a way to overcome them! Enrolling in a digital marketing course in lucknow will provide you with valuable information about the right way to deal with such pitfalls.
Top Competitors
- Sun Pharmaceutical Industries: A leading pharmaceutical company in India, known for its extensive range of generic medications and strong global presence.
- Cipla: Renowned for its commitment to affordable healthcare, Cipla offers a wide range of medications and healthcare products, focusing on respiratory, cardiovascular, and anti-infective segments.
- Dr. Reddy’s Laboratories: Known for its innovative pharmaceutical products and strong research and development capabilities, Dr. Reddy’s focuses on providing affordable and accessible healthcare solutions.
- Lupin Limited: Lupin is a major player in the pharmaceutical industry, offering a diverse portfolio of medications with a focus on cardiovascular, diabetes, and respiratory segments.
- Aurobindo Pharma: Aurobindo Pharma is known for its broad product portfolio and strong presence in the generic pharmaceutical market, focusing on high-quality and affordable medications.
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Buyers Persona:
Sundar Kumar
Mumbai
Occupation: Civil Engineer
Age: 34 years
Motivation
Interest & Hobbies
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Social Media Presence
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Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.
Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.
Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.