In our previous article, we had learnt in detail about the SWOT analysis of Torrent Pharmaceuticals. In this article, we are going to elaborate on the marketing strategy of Torrent Pharmaceuticals.
The objective is to help you gain insights into Torrent Pharmaceuticals’ transition from being a dairy producer’s cooperative society to becoming one of the most recognized and respected brands in India.
Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. 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.
We will fully cover our marketing strategy of Torrent Pharmaceuticals in this blog. Before we begin our deep dive, let us start by learning about the company’s story, target audience and digital presence.
About Torrent Pharmaceuticals – Company Overview
Torrent Pharma is a pharma flagship company of Torrent Group. It is also one of the leading pharma companies in the world. To date, it has established itself as a niche market in India. It is now known as a leader in the therapeutic segment of 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.
One of the significant key competitive advantages of Torrent Pharma is its world-class manufacturing facilities, advanced R&D capabilities, extensive domestic network and a widespread global presence in almost over 40+ countries.
In the early days, Torrent Pharma acquired Elder Pharma, Zyg pharma, Glochem Industries, Novartis and Unichem which strengthened Torrent Pharma’s position in the Indian Healthcare/ Pharma market.
To expand its footprint in the International Market like Germany, Torrent Pharma started acquiring abroad pharma brands in 2005 by acquiring Heumann from Pfizer. In 2015 it acquired ANDA of Minocycline from Ranbaxy to enter the US Market.
In the first month of 2018, Torrent acquired Bio-Pharma, generic pharma and OTC company, based in Levittown Pennsylvania, USA.
Torrent Pharma is known for its commitment as a “not just healthcare but lifecare.” company.
|CEO||U N Mehta|
|Market Share/ Revenue||8,060 crores INR (2020)|
|Vision||Torrent Pharma is committed to “not just healthcare but lifecare.”|
|Tagline||Innovating For A Healthier Tomorrow.|
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.
Torrent Pharmaceuticals does not have a great online presence even though they haven’t conducted any kind of campaign. They don’t conduct any kind of advertisement campaign to promote their pharma company.
Torrent Pharmaceuticals can use the same marketing techniques as its competitors are using. The marketing campaign which they can follow from their competitors is advertising on television, launching an advertisement in newspapers, launching a short corporate film, and other marketing ideas.
Torrent Pharmaceuticals can launch such advertisements and other media campaigns to increase its presence in India and other foreign countries.
Torrent Pharma 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. If you take a look at their LinkedIn past posts we can see that Torrent Pharma had tried to give their corporate update through their LinkedIn page. 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 are screenshots of their LinkedIn and Facebook pages respectively.
As we know how crucial it is for brands to be present on social media to engage with their customers, building a solid brand value. Torrent Pharma should use this platform as an opportunity to grow its online presence.
As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see Torrent Pharma has almost 7000 organic keywords and is considered a good SEO ranking.
We can also see Torrent Pharma is getting 20k+ organic traffic/ month. By working on more SEO strategies Torrent Pharma can keep the brand soaring in Google organic SERP.
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 Torrent Pharmaceuticals. Let us conclude our learning below from the marketing strategy of Torrent Pharmaceuticals
What’s Unique in Torrent Pharmaceuticals Marketing?
In this Marketing strategy, we saw how Torrent Pharma became one of the leading Pharma brands in the world. Even after achieving great heights Torrent Pharma still has a long way to go in terms of branding in the digital space. Their website SEO seemed good enough to rank on search engines but using social media platforms can help them create brand awareness.
Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Torrent Pharmaceuticals has given you a good insight into the company’s marketing strategies.
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