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Strategic implications and consequences of pharmaceutical packaging of inhalers a study on Indian Doctors

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2 Author(s)
Mathew, T. ; Dept. of Marketing, Univ. of Mumbai, Mumbai, India ; Srivastava, R.K.

The Indian Pharmaceutical Industry will witness a very high growth rate. With a growing middle class sector having a huge spending power it is essential to understand the Indian market to offer the right marketing mix. It has been found by previous research that the packaging plays a vital role in the marketing strategy used by producers of Pharmaceuticals. This study analyses 400 Doctors in the four metro cities in India on the packaging functions for the inhaler formulation by adding on to the traditional packaging model providing valuable strategic inputs. The study shows the role of technology in the packaging of inhalers in order to formulate the appropriate marketing strategy.

Published in:

Management of Innovation and Technology (ICMIT), 2010 IEEE International Conference on

Date of Conference:

2-5 June 2010