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CHAPTER – 6 SUGGESTIONS AND CONCLUSION CHAPTER – 6 SUGGESTIONS AND CONCLUSION From the basis of data analysis and inferences drawn the following suggestions are offered for the improvement of marketing Strategies of pharmaceutical companies Marketing professionals are more aware of their companies Product and Promotional Strategies and their Knowledge on pricing Distribution and Market Strategies are not adequate. Therefor
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    CHAPTER  –   6 SUGGESTIONS AND CONCLUSION  197 CHAPTER  –   6 SUGGESTIONS AND CONCLUSION From the basis of data analysis and inferences drawn the following suggestions are offered for the improvement of marketing Strategies of  pharmaceutical companies Marketing professionals are more aware of their companies Product and Promotional Strategies and their Knowledge on pricing Distribution and Market Strategies are not adequate. Therefore it is suggested that the companies most initiate attempts to improve awareness of the marketing professionals through meeting discussions and training programmes. The marketing intermediaries who act as link between company and end users are not much aware of the market product distribution and promotional Strategies of the companies whose products dealing with ,Hence companies need to organise awareness campaign for marketing intermediaries with regards to above issues. The End-Users of pharmaceutical products in other words Doctors prescribing antibiotics are not properly informed by the companies of their products  promotions and distribution arrangements therefore a separate get-together, conference discussions of the doctors on specific brands of the pharmaceutical  products will help the companies both for effective marketing and for development of strong customer base. In order to keep the life of antibiotic longer and to maintain least resistance it is suggested to constitute an independent body by the government to regulate marketing activities of pharmaceutical companies with respect to antibiotic. As there is disparity in the pricing Strategies which determines the use of antibiotics in order to ensure less resistance by preventing price war among the companies , an independent agencies is to be created either by government or by the  pharmaceutical companies which can act as neutral agency to rationalise the prices. The Government most come out with regulation to restrict the sale of antibiotics without prescription recognised medical practioners. Hospitals must be instructed to follow Antibiogram Policy, Antibiotic rotation  policy and should be followed strictly.  198 It must be made mandatory to use antibiotic products empirically only after getting approval from concerned Microbiology department. Pharmaceutical Companies and Pharmacy department of the hospitals should focus on making high end antibiotic products available in time rater than making easy availability of low-end products. Sales teams should be equipped to provide thorough information on  pharmacokinetics and dynamics of drug, usage, indication and dosage to concerned medical consultants and both of them have to work jointly towards  patient awareness, programs on creating awareness on importance and compliance. 6.1.   SUGGESTIONS WITH RESPECT TO THE MARKET STRATEGIES. From the study it is evident that the performance of multinational pharmaceutical companies is better that then Indian companies therefore this is high time Cipla , Ranbaxy and Microlabs to come out with innovative products and focus on R& D in order to Growth, market share and Profitabality. Pruning can improve return on investment, Growth Rate, more beneficial in having limited resources and also helps in restoring balance. Hence companies should focus more on analysing their current resources and existing market coverage. Astrazeneca, Pfizer and Glaxosmithkline Beecham have to make more involvement in making products available in market place and promotion has to  be intensified where as Cipla, Ranbaxy and MicroLabs have to concentrate on improving on their product efficacy. 6.2.   SUGGESTIONS WITH RESPECT TO THE PRODUCT STRATEGIES. Pharmaceutical companies are suggested to reposition their products to enhancing its value and life span by which entry of new antibiotic can be prevented due to which antibiotic resistance can be reduced. Pharmaceutical companies for their survival need to focus on development of new and innovative products through extended product research and sustainable research and development in order to survive in the market.  199 6.3.   SUGGESTIONS WITH RESPECT TO THE PRICING STRATEGIES. AstraZeneca, Pfizer, and Glaxosmith Kline Beecham adopted skimming price to launch new products and maintain price for the existing products. In the case of  price flexibility, it was observed that one price strategy is adopted and maintained for all customers. On the other hand Cipla, Ranbaxy and MicroLabs adopted  penetration price strategy to launch new products and reducing the prices for existing products and more flexibility price is adapted to all the customers. Further, marketing professionals analysis lead to polarisation observed basically with Astrazeneca, Pfizer and GlaxosmithKline Beecham where they launched innovative products and spent huge money in market to create awareness about the new products, at the same time enjoying the monopoly of the market. Hence,  patients have affordability constraint. On the other hand Cipla, Ranbaxy and MicroLabs have launched generic version, no investment on innovation,  penetrating into establish market. Hence there is need to regulate the price of antibiotics either through the government agencies by neutral mechanism to avoid excess use of antibiotics and reduction in resistance. 6.4.   SUGGESTIONS WITH RESPECT TO THE DISTRIBUTION STRATEGIES   It was found that, most of the companies have adopted multiple channel structure and intensive distribution strategies. Therefore, it is suggested to have structured distribution system across all companies instead of push strategy, if pull strategy is adopted, it will help to reduce unhealthy competition among channel partners. This leads to brand replacement, price discounts, and quantity discounts which will ensure that antibiotic products will move as per prescription in long run. 6.5.   SUGGESTIONS WITH RESPECT TO THE PROMOTION STRATEGIES Drug promotion is one of the factors contributing to unnecessary antibiotic use, and inappropriate use of newer, broad-spectrum products, and therefore to antibiotic resistance will increase. Regulation of promotion is to be taken s eri ous ly. The World H ealth Organization (WHO-Europe) has described, ― An  
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