• Prof. Amar Inder Singh
• Jaspreet Singh

Background: The problem of drug abuse in the youth of Punjab is a matter of serious concern as every third individual is hooked to drugs other than alcohol and tobacco. Also, there is strikingly high prevalence of heroin and IV drug abuse. It is observed that in Punjab “drug abuse” is a raging epidemic, especially among the young. This work attempts to find the market entry strategy adopted by different pharmaceutical companies in Punjab state. Study Aim: The present investigation elucidates the market entry strategy adopted by different pharmaceutical companies in Punjab in anti-diabetic segment. It also explicates their commitment towards quality, price, availability and promotion. Furthermore, the frequency of the said companies coming out with newer anti-diabetic products is also explored. Methods: Marketing Strategies of pharmaceutical companies selected for the study is from the view point of the Marketing Professionals, Marketing Intermediaries and End Users (DM Endocrinologists and MD physicians). They are the three vital functionaries of Pharmaceutical Industry. The sample consisted of five pharmaceutical companies manufacturing anti-diabetic products namely Mankind, USV, Microlab, Sanofi and Novartis. The three categories of mediators Marketing Professionals (N1=75), Marketing Intermediaries (N2=75) and End Users (N3=50) were taken from each selected company. Results: Kendall’s W was used that indicates interrater agreement. From the results it was very clear that maximum companies either adopted the position of an initiator or follower. This fact can be justified with 53.33 percent for introducers strategy in case of Microlab and 50.67 percentage for follower’s strategy in case of USV. Late Entry was least adopted. By working the overall mean, it was visible that companies were sensitive and very cautious to quality and price of the products followed by compassion to promotion. However, non-significant value of K-W indicated that there is significant dissimilarity among market professionals regarding assigning ranks to different companies. Conclusions: Given that marketing’s contributions to society are not necessarily all good, it is important that we develop critical approach to understanding marketing to outline these, the intention was to create a simpler framework around which managers could develop their planning emphasizing 4 Ps. The study will help them uncover critical area with reference to anti-diabetic segment (viz. Product, Place, Price & Promotion).

Pharmaceutical Companies, Marketing Strategies, Marketing Professionals, Marketing Intermediaries, End Users.

"A Study on Market Entry Strategy Adopted by Different Pharmaceutical Companies in Anti-Diabetic Products Segment", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.575-583, January-2019, Available :http://www.jetir.org/papers/JETIR1901E74.pdf

"A Study on Market Entry Strategy Adopted by Different Pharmaceutical Companies in Anti-Diabetic Products Segment", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp575-583, January-2019, Available at : http://www.jetir.org/papers/JETIR1901E74.pdf