Advances in Economics and Business Vol. 3(2), pp. 45 - 49
DOI: 10.13189/aeb.2015.030202
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A Case Study on OTC Market – Choice to Enter?


Nidhi Chowdhry *
Ansal University and Akshay Dhar, PGDM – Marketing, IMT Ghaziabad

ABSTRACT

The Indian Pharmaceutical Industry is one of the emerging markets which currently has a significant growth potential. Pharmaceutical companies are changing their marketing strategies according to the new competitive business environment. This case study focuses on the recently launched Over The Counter (OTC) division of a Pharmaceutical company. The case highlights various market conditions prevailing at present with respect to pharmaceutical OTC market segments in Analgesics, Sun Care and Digestive remedies. It provides brand wise share analysis and competitors' market share analysis of all three segments to help reach solution for the business problem of choice highlighted in the case.

KEYWORDS
OTC Marketing, Marketing Strategies, Pharmaceutical Industry, Branding Decisions for Promotions, Market Segmentation of Brands

Cite this paper
Nidhi Chowdhry . "A Case Study on OTC Market – Choice to Enter?." Advances in Economics and Business 3.2 (2015) 45 - 49. doi: 10.13189/aeb.2015.030202.