Cipla Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: January 24, 2019

Marketing Strategy of Cipla 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 Cipla marketing mix, help the brand succeed.

Cipla marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Cipla Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Cipla Product Strategy:

The product strategy and mix in Cipla marketing strategy can be explained as follows:

Cipla is one of the leading pharmaceutical companies bases out of India. Cipla offers vast and varied range of products and medicines in its marketing mix product portfolio. Some of its products include:

1.OTC- It includes personal care products along with the artificial sweetener, infant food, etc. Cipla also has a dedicated division for animal health-care products.

2.Prescription- It includes steroids, anti-allergic, anti-inflammatory, anti-asthma medicines etc.

3.Fragrance- It manufactures food and beverage flavours as well.

4.Active Pharmaceutical Ingredients- It is a leader in APIs which are cheaper and of high-quality.

5.Inhaled Products: More than 65 different inhaled products are sold by Cipla of more than 20 ingredients like Synchrobreathe, multi-haler, nebulizer, nasal spray, rotahaler, etc. Cipla was the first company to manufacture oral iron chetar in the world. Also, they are the world’s largest manufacturer of antiretroviral drugs. Not only this, it provides services as well like commissioning, plant engineering, etc. Needless to say, it faces tough competition from players in the same industry like Ranbaxy Labs, Lupin, Dr Reddy’s Laboratories, Sun Pharmaceuticals etc


Image: company website


Cipla Price/Pricing Strategy:

Below is the pricing strategy in Cipla marketing strategy:

Cipla is the leader in India in health-care company, faces limited though tough competition and envisions to provide affordable health facilities accessible by all, its pricing policy is well in line with these 3 factors affecting it.

It products are pocket friendly for its customers and has managed to reduce the prices of several vital drugs in the market. Also, competitive pricing policy is adopted by Cipla to compete with its competitors.


Cipla Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Cipla SWOT Analysis, STP & Competitors

Cipla Place & Distribution Strategy:

Following is the distribution strategy in the Cipla marketing mix:

Cipla has its presence in 100 countries with wide distribution network (with 6500 distributors in India) with products being available easily at medical stores and production facilities. In India only, it has 35 manufacturing units in 8 locations. Cipla also has R&D units for the development of new drugs.

It exports its products to nearly 160 countries which includes Middle East, Australia, Africa, Latin America, Europe and Middle East.


Cipla Promotion & Advertising Strategy:

The promotional and advertising strategy in the Cipla marketing strategy is as follows:

The tagline of Cipla “Caring for Life” has become its mission and therefore contributes actively to society through themes like generation of employment, education, health and sanitation, etc. through its Palliative Care Centre, it provides to cancer patients free-of-cost medication. The biggest value addition and promotion is done through the accolades brought to company in several fields by widely recognised and reputed institutions around the world in several years. Cipla won the Thomson Reuters India Innovation Award and it won Dun & Bradstreet American Express Corporate Awards and many more. Hence this completes the marketing mix of Cipla.


About Cipla:

Cipla Limited was found in 1935 by Khwaja Abdul Hamied. It is headquartered in Mumbai, India. It was till July,1984 known as ‘ The Chemical, Industrial & Pharmaceutical Laboratries. It associated with biotechnology and pharmaceutical industry. It ranks at 42nd position in India in terms of market value.

Cipla envisions to make an equitable world built on the foundation of ‘Caring for Life’. Its mission is to provide health facilities at affordable price affordable especially b under-served communities in a sustainable way and generating in course knowledge and skills in certain domains.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing strategy and 4Ps analysis of more brands similar to Cipla. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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