Published by MBA Skool Team, Last Updated: March 26, 2017
Marketing Strategy of GSK Consumer Healthcare analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on GSK Consumer Healthcare marketing mix, help the brand succeed.
GSK Consumer Healthcare marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the GSK Consumer Healthcare Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
GSK Consumer Healthcare Product Strategy:
The product strategy and mix in GSK Consumer Healthcare marketing strategy can be explained as follows:
GSK Consumer Healthcare is one of the leading companies in India. The product portfolio in its marketing mix for the market is mainly divided into healthcare foods and healthcare supplements, digestive health supplements, pain relievers, respiratory care products and oral care products. The healthcare foods by GSK Consumer Healthcare is further divided into healthcare drinks under which we have the wide portfolio of Horlicks, Boost, Maltova, Viva, ActiBase, ActiGrow and other food products such as oats, biscuits, noodles which are sold under the brand Horlicks and Boost. The GSK Consumer Healthcare health supplements segment has are calcium supplements for children and women and is sold under the brand name Ostocalcium. Under the digestive health segment Eno, an antacid is there. In the pain relievers segment various OTC medicines are available under the brand Crocin. The respiratory care products there are nasal decongestants sold under the brand Otrivin and medicines for relief from cold & flu diseases. The oral care section has toothbrushes and toothpastes specifically for sensitive teeth and sold under the brand Sensodyne. The global product portfolio of GSK Consumer Healthcare is on the similar line and is divided into pain relief, respiratory care, oral health care, nutrition/gastro intestinal products and skin health care products.
Image: company website
GSK Consumer Healthcare Price/Pricing Strategy:
Below is the pricing strategy in GSK Consumer Healthcare marketing strategy:
GSK Consumer Healthcare follows a competitive pricing model in its marketing mix as there are many competing brands in the segments of healthcare food products and supplements.
The prices also differ with flavour of the drinks available and also on the packaging. The other variants have lesser competition and are priced with some premium added to it. The digestive health care and respiratory care products & substitutes and hence market drives the prices. The other GSK Consumer Healthcare products are medicine and cannot be priced very highly as because of government regulations and keeping the competitions in mind.
GSK Consumer Healthcare Place & Distribution Strategy:
Following is the distribution strategy in the GSK Consumer Healthcare marketing mix:
GSK Consumer Healthcare has a very distribution strategy for the OTC medicines and other healthcare food products. The food products and supplements go through the regular manufacturer to wholesaler to dealer to retailer and then to customer. The supply chain of GSK Consumer Healthcare consists of manufacturing to warehouses to distributors and then to pharmacies and simultaneously to hospitals to the consumers. The wide and extensive supply chain of GSK Consumer Healthcare reaches to various consumers even in the deep pockets of the country. The manufacturing plants are very strategically located in three places which are Nabha, Rajahmundry and Sonepat. The distribution channel includes 4800 distributors and retail outlets reach of 7 lakh units. All the GSK Consumer Healthcare products are available in all the available channels to increase visibility. Since the products are quite old and have a certain reputation availability is a critical factor for conversion of sales.
The products are also available online with the advent of e-commerce.
The promotional and advertising strategy in the GSK Consumer Healthcare marketing strategy is as follows:
GSK Consumer Healthcare does promotion of its products specifically through the TV commercials which acts as a way of brand recall since the brands have been there for a very long time. The promotions in its marketing mix have been showing that the brand is persistent in delivering quality. Since many products are in kids categories there are many freebies attached to the packages which helps in driving sales many a times. GSK Consumer Healthcare also uses its website to create awareness about its new products. It also takes help of experts while marketing many products and drives the customer faith. It also occasionally provides discounts in many products as well as sales discounts to the retailers. GSK Consumer Healthcare has been associated with many social responsibility activities which support various forums in providing education, healthcare, supporting the societies nearby its manufacturing units by providing lighting facilities, water facilities, disaster support and other voluntary activities by its employees. This concludes the marketing mix of GSK Consumer Healthcare.
About GSK Consumer Healthcare:
GSK Consumer Healthcare is an Indian subsidiary of GlaxoSmithKline plc which is a pharmaceutical giant based in Brentford, London. The company was established in 1958 as Hindustan Milk Food Manufacturers Pvt. Ltd. GSK Consumer Healthcare went through various acquisitions and finally in the year 2002 it was changed to GlaxoSmithKline Consumer Healthcare Ltd. The company pioneers in producing a range of healthcare foods and OTC medicines. GSK Consumer Healthcare earned revenues worth Rs. 4,308 crores and operating profit of Rs.1113 crores.
GSK Consumer Healthcare is currently being headed by Subodh Bhargava, the chairman of the company. The company’s headquarters is present in Gurgaon, Haryana.
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