Marketing Management Report: Baxter India Pvt Ltd Case Study

This report provides a comprehensive marketing analysis of Baxter India Pvt Ltd, focusing on its Anesthesia division. It begins with an executive summary and introduction, outlining the company's background, industry positioning, and unique selling proposition (USP). The body of the report delves into a detailed marketing audit, assessing market attractiveness and growth, followed by a competitor analysis. It examines Baxter's marketing mix, including product benefits, pricing, and quality, and explores the STP model for market positioning. The report also highlights the company's USP in the anesthesia market, specifically its Suprane product. It concludes with recommendations for new marketing mix actions to address gaps between the company's present strategy and the external environment, aiming to achieve business objectives and maintain a strong market presence. The report references various marketing theories and frameworks to support its analysis.

Marketing Management

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................2
BODY..............................................................................................................................................2
1) Background of the industry including market positioning and unique selling proposition of
Baxter India Pvt Ltd....................................................................................................................2
2) Marketing audit, outline overall market attractiveness and analysis of market growth.........5
3) Competitor analysis................................................................................................................7
4) New marketing mix actions to achieve gaps between the company’s
present marketing strategy and external environment.............................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
APPENDIX ...................................................................................................................................16

EXECUTIVE SUMMARY
In this report there is discussion about use of Baxter India Pvt Ltd company which is one
of the leading medical company. Baxter India Pvt Ltd is the company whose parent company is
Baxter India Pvt Ltd International, situated in USA. There are various competitors which affect
business operations. There are elements which has to be undertaken while operating business.
There are Renal, Medication delivery and Bio Science through which they are doing business.
Companies such as Abbott, Troikaa and Neon which are effective for performing business
activities. In this report there is discussion about marketing fix factors affecting due to external
forces. Baxter India Pvt Ltd company wants to have business relations with government banks,
so they must try to reduce their cost.
1

INTRODUCTION
Business has some goals and objectives for which they work. These days scope of
marketing department is wider as association. According to Ardley, 2011 ''Marketing is the
department which deals which society, they help to tell about growth of business sales.''
Marketing management means to planning, organising and directing marketing activities. There
are internal as well as external factors which affect business which must be considered to expand
business. Marketing manager is responsible for growth of sales in the market and when there is
alternation in product then it must be communicated to consumer properly. There are many
workers which engage marketing activity hence there is requirement of proper guidance, so they
can achieve targets in better way. This report is based on Baxter India Pvt. Ltd. which is one of
the biggest health care organisation. Its headquarter is in Gurgaon, India. In this report, there is
discussion about Anesthesia division of Baxter India Pvt Ltd. They have good quantity
medicines which is acceptable worldwide. In this report there is discussion about background of
company and its market positioning, competitors, marketing mix with external environment.
BODY
1) Background of the industry including market positioning and unique selling proposition of
Baxter India Pvt Ltd
BACKGROUND OF INDUSTRY
Baxter India Pvt Ltd is related to medicine industry, which serve society in case of
suffering. It is essential that quality of product and services must be up to the mark which
provides satisfaction to society. In this industry, there is distribution of medicines, medical
equipments, to hospitals and nursing homes. There are various insurance also which help client
to be secured in future.
BACKGROUND OF BAXTER INDIA PVT LTD
Baxter India Pvt Ltd company is a biopharmaceutical company, which talks about change
in plans and policies and this is effective in India because there is increase in demand of
medicines. According to Baker and Saren, eds., 2016 ''This company was set in India in 1996, its
parent organisation is Baxter International situated in USA.'' This company entered in India
through emerging Asia. This association operates in India through Singapore head quarter in
Asia Pacific. In India this company deals in core three areas- Renal, Medication delivery, Bio-
science. This company has staff of 300 workers and annual revenue of INR 900 Crore.
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As per CEO of Baxter India Pvt Ltd international, there must be innovation which is
challenging and complex. It means there is growth in factors which help them to work on what
customer need. In case of sufferings; required products must be delivered at appropriate time.
MARKET POSITIONING
In the words of Gellynck and et. al., 2012 ''Baxter India Pvt Ltd is the organisation which
deals in various medicines and they have good position in market because of they have good
quality of product and services.'' Market positioning is the concept which talks about perception
of consumer related to particular brand. Anesthesia is the medicine which is used to sedated
patient before surgery. As change is one of the most important factor which Baxter India Pvt Ltd
has to consider. Through this they win government hospitals tender. This departments is covered
into Medication delivery. For Anesthesia, there is discussion about three main products: Aerrane,
Sevoflurane, Suprane.
To achieve business objectives, it is essential to perform activities in better and effective.
There must be cooperation of employees too, so this helps to make good image in market.
''According to Wilson and Gilligan, 2012 There are various policies which has to be framed
through which they can analyse market and then this must be implemented in industry.'' Due to
alteration in factors, there will impact on working style of workers, so there are possibilities of
change in factors which affect business in negative way. Scope of medical industry is increasing
but at the same time there will increment in competition too. It is essential to alter policies which
affect branding of product.
Baxter India Pvt Ltd is the company which has good image in market but at the same
time policies are farmed by management to maintain it. ''In the words of Grönroos, 2011 This
can be done when employees and employer perform activities for satisfaction of customer.''
There are possibilities that due to change in working style, employee's performance may get
effected.
Types of positioning strategies is as under-
Product benefits- Product which are manufactured to Baxter India Pvt Ltd has some
benefits to patient. This is the reason for which company t expand image in market.
Product price- Price of Aerrane and Sevoflurane is low so this is more preferable in
market as compared to other. It is essential to launch medicine in market which are cheap for
customer.
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Product quality- Baxter India Pvt Ltd is the company which delivers medicines which are
of good quality. So customer have faith in brand. This factor helps to perform activities in better
and effective way.
Product application- According to Hanna and Rowley, 2011 ''Anesthesia is the stage
where person is ready for operations and these medicines are inhaled or injected, so patient
become unconscious.'' So this product of Baxter India Pvt Ltd is useful in hospitals so it gives is
useful, this helps to creates sales.
Competitors- There are various competitors of Baxter India Pvt Ltd so it is essential to
analyse their policies. This helps to act accordingly, through this they can change factors which
are effective for activities.
To understand market positioning in more better way STP model
This model was propounded to know product and services provided by organisation is
impactful or not. It is essential to know because through this further modifications can be done
to analyse market. There are mainly three steps in this model-11 Segment your Market- There are various types of customer so it is essential to work as
per requirement. This can be done in proper way when they bifurcate their customer on
different basis. This helps to know about their demands.11 Target your best customer- After segmentation, manager of Baxter India Pvt Ltd must
know their targets customer. This is essential to perform hence customer get satisfied.
Anesthesia is part of hospitals so their main targets must b e hospitals.
Position of offerings- In last step, there must be some position of their product in market. This
helps to know what can be done to improve it.
UNIQUE SELLING PROPOSITION
Unique selling proposition is the segment which helps company to achieve targets in
better way. This is the product and services of company which is their strength, no other
company is able to understand it. It is essential to know what can be done to maintain it. In the
words of Kotler, 2015 ''There are various factors which may create hurdle in it, so this must be
resolved.'' Medicines is the sector which has much scope and hence there are possibilities of
more and more innovation, so this helps to maintain supremacy in market.
There are three medicines of Anesthesia: Aerrane, Sevoflurane and Suprane. It of this
Suprane is the USP of Baxter India Pvt Ltd. As there is no competitor of this medicine in
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industry. There is requirement of factors which many face change in plans and policies, so the
image of Suprane remain same. This is the main product of this division. Out of revenue of 150
crore, 100 crore is covered by Suprane. This medicine is costly and hence this is consumed by
corporate hospitals. This is the product for company is famous in industry.
2) Marketing audit, outline overall market attractiveness and analysis of market growth
MARKETING AUDIT
Audit means to check business operations whether they are performed in proper way or
not. According to Leonidou and Leonidou, 2011 ''This means there must be good and fair
information that must be delivered through documents.'' Marketing audit means to analysis and
execute factors which are related to market and this is essential to analyse through this there is
recognisation of factors through this company can grow and there will good image in market.
There are various internal and external factors through which they can analyse market and then
there will factors which has policies which offer policies of company in better way. In marketing
audit there is answer of following questions such as-
 Where are we?
 Where we want to become?
 Measures to achieve objectives?
There are six elements present in marketing audit. They are- environment, policies,
association, productivity, function, system. These help Baxter India Pvt Ltd to achieve targets
and goals in better and effective way. Due to change in plans and policies there are possibilities
of change in image of company. Stake holders do not take actions which are effective for them.
Steps of marketing audit is as under- Agreement on objectives, scope and approach: There are some objective for which
Baxter India Pvt Ltd is working, so in this case management of Baxter India Pvt Ltd must
be clear about them and they must be focused to achieve the, it is nit possible to have
change in factors which make them competent to alter policies. Data collection: According to Lindgreen and et. al., 2012 ''In this step data is collected
which helps to know what can be done and this is beneficial for achieving targets in
effective way.'' Due to alteration in policies, data may vary . In this case there must be
proper analysis which help make targets achievable.
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 Report presentation: In last step there will display of marketing report. This report is
presented in front off stakeholders. This helps to know what can be done to achieve
targets in effective way. In case of negative views management of Baxter India Pvt Ltd
will be answerable and actions must be taken to achieve targets in better and effective
way.
MARKET ATTRACTIVENESS AND ANALYSIS OF MARKET GROWTH
Yes, there is much growth in this sector. Baxter India Pvt Ltd is the company which
operates in various parts of country. According to Lusch and Webster Jr, 2011 ''There is
requirement of Anesthesia which helps doctors to operate easily.'' As disease is increasing in
achieving targets in better and effective. Due to alteration in policies. There is requirement of
strategies which help to analysis market and activities must be performed in way which alters
plans and policies. As per change in market value, there will use of factors through which they
can achieve targets in better and effective way. As scope of medical department is increasing, at
the same time competition is also increasing, so they can perform activities in efficient manner.
In initial days, Baxter India Pvt Ltd is the company which deals with corporate offices.
At the same time, this helps to analyse market and then there must be use of policies which help
to achieve them. It is essential to know what can be done to make company strong and this helps
to analyse market in effective way. In this case there must b e use of factors which can be
efficient for having policies in appropriate manner. To expand business, there s requirement of
employee's cooperation too and manager has to analyse market where they can perform
activities. These factors may have positive or negative impact on business. It is necessary to
know what can be done so they can achieve targets in efficient manner.
MARKET GROWTH PLAN
This plan is prepared by management of Baxter India Pvt Ltd to know scope of growth
and development. In the words of Malhotra and Peterson, 2014 ''In this plan there is discussion
about resource which are requirement for achieving targets.''
 As in case of Bratex, they want to expand their business, they are thinking to make
business relations with nursing homes, semi corporate hospitals. In this plan they can
perform activities through which they can apply changes in better and required manner.
6

 As per research, it is clear that in town Aerrane and Sevoflurane can be sold out in large
quantity as these are less costly as compared to other. As there are factors which make to
make increment in business.
 There are various small scale hospitals in which customers are low incomed, so they may
not prefer high cost modules. So it is advisable for Baxter India Pvt Ltd to lower down
cost of Suprane. According to ''They must satisfy demand of small scale hospitals so they
have good image as compared to competitors.''
Marketing plan is as under- Analysis of market size and Scope of growth- This is the first step in marketing growth,
which help company to perform activities n better and effective way. Due to change in
demand of customer they can perform activities in better and effective way. While
company is thinking to contact with small hospitals and nursing homes, this is beneficial
for Baxter India Pvt Ltd aas this helps to enhance their sales. Availability of resources- Availability of resources is one of the biggest task which has to
be done with the help of company and they can achieve targets in better ad effective way.
It is essential that cost must be low so profits can be increased. There are various
resources which help Baxter India Pvt Ltd to achieve their targets, but it must be kept in
mind that they must use best alternative among them. Planning related to operations- In next step there will planning done which help to
achieve targets in better and effective as per alteration in way. It is essential to work as
per change in plans and policies. It is important to analyse market and then this is
effective to achieve goals and objectives in better an d effective way. In the words of
Miquel-Romero and et. al., 2014 ''There is requirement of teams which assist in achieving
targets, so planning is done related to workforce.''
 Feedback- This is the step of marketing plan, which talks about feedback. As per above
mentioned steps, in this step checking is done what activities are performed in specified
way or not and in case of negative results, corrective actions must be taken.
3) Competitor analysis
Competition is much more in medical sector. In India as there are many cases of diseases,
accidents, etc. are increasing, so it is essential to talk about competitive factors. In business as
per requirement, they have to analyse market and then take actions which are competent to
7

others. Suprane is the medicines for which management of Baxter India Pvt Ltd is much sure and
hence this helps to perform activities in effective way. Due to change in factors, there are
possibilities of change in business plans and this affects business operations.
In case Baxter India Pvt Ltd is not serving in efficient manner, so they can analyse
market and then this helps to change plans and policies accordingly. Suprane's cost is more, so it
is essential to know what can be done and hence this is effective to change in plans and policies.
According to Peñaloza, Toulouse and Visconti, eds., 2013 ''As per change in business
environment, they can achieve targets in efficient manner.'' Baxter India Pvt Ltd wants to have
contact with government hospitals so there may be in knowledge of general public. To make
business relations with government banks, there is tender for it, hence Baxter India Pvt Ltd must
tries to reduce cost and hence this is effective for achieving targets. There is possibilities of
change in their production process, so it is essential to make production in way through which
they can win tender for government banks. If they keep their price low in comparison to other
competitors, so they can win tenders and this helps to increase their sales.
There are mainly three competitors of Baxter India Pvt Ltd, which are-
Company: Products:
Abbott Sevorane, forane
Troikaa Isotroy, sevotroy
Neon Sevura, sosrane
Porter 5 model
This model helps company to know which competitors are available in market and what
policies must be adopted to deal with them changes and this is effective to improve activities in
better and effective way. In the words of Theodosiou, Kehagias and Katsikea, 2012 ''As per
requirement, they have to analyse market and then analyse effectiveness in operations.'' This
model was launched by M. Porter in 1979. in context of Baxter India Pvt Ltd it is discussed as
under-
Basis Baxter India Pvt
Ltd
Abbott Troikaa Neon
8

Threat of new
entrants
Threat of the new
entrants in the
organisation is
not maximum as
compare to
Abbott. Thus, it is
good for the
company to
maximise their
sales at different
level.
In the
organisation new
threat is
maximum which
effects on its
performance and
productivity at
international or
global level.
It is medical
sector which has
less number of
new entrants that
influence upon its
daily basis
activities and
functions either
negative and
positive manner.
In Neon
company, new
entrants threat is
minimum as
compare to
Troikka. Thus in
order to overcome
this company
should try to
improve their
product and
service quality.
Bargaining power
of suppliers
In the
organisation
different number
of suppliers,
mainly
pharmaceutical
companies. They
must develop a
strong
relationship with
hospital and their
different doctors
that effect them to
sell their medical
products.
As compare to
Baxter India Pvt
Ltd, number of
suppliers are not
large in the
organisation. This
business highly
relay on supplies
as particular
product of
medical devices,
drugs and many
other.
Bargaining power
of the suppliers is
highly effects on
business activities
and performance
in an effective
and efficient
manner. It already
has the big panel
of expert doctors
and has an
constituted
working scheme
with doctors.
Suppliers
bargaining power
in the company is
more high as
compare to
Troikaa that
effects in selling
of different kind
of healthy and
effective drugs to
the customers at
affordable price.
Bargaining power
of buyers
In the company
alimented person
are chasing a
In the company
bargaining power
of the buyers is
Bargaining power
of the customer in
Troikaa industry
In the
organisation byers
bargaining power
9

different number
of demand then
the purchaser
have effects in the
sector, they can
be capable to
bring how much
and they are
gaining to
purchase a
specific products.
much high that
highly impacts on
its profitability
and effectiveness
in a favourable
and unfavourable
manner.
is devalued
because there are
set prices for
medicines. Thus,
it influence of its
business
profitability and
productivity in
negative manner.
is minimum as
compare to
Troikaa which is
good for them to
accomplish their
set targets and
objectives in
certain time
period.
Threat of
substitutes
In the healthcare
industry, Baxter
India Pvt Ltd
profits are large
impacted by
substitutes after
the apparent of
drugs has
terminated. When
the evident
expire, all
healthcare sector
have the chance
to make the drug.
In modern times
period, there are
various
substitutes like
alternative
medicine which
treat first care
difficulty. All the
same the number
of individuals
who consider and
exercise this kind
of drug is very
broad in actual
time period when
speaking
regarding
substitutes.
There is many
numbers of
secondary options
in this company,
as for instance
alternative aspect
are traditional
approaches
(Chinese, herbal),
occidental
medicines for
medical speciality
business.
In the company
substitutes of the
products are less
which is better for
them to maximise
their sales and
revenues in
limited time
period. Further, it
effects on the
business
performance and
effectiveness in
negative way.
Rivalry among Price As compare to In this, In the business,
10

existing
competitors
competitions
between three
competitors
develops intense
competition due
to fluctuation in
drug prices. In
this advertising
directly impacts
to the business
brand and picture.
Baxter India Pvt
Ltd there are
different
composition
which are
adversely effects
on business sales
and profitability
in a direct and
indirect manner.
competitors of the
company used
advanced
technology and
innovation in
their business
operations that
highly effects on
its goodwill and
market position in
an effective and
adverse way.
number of
competitors are
not high which is
effective and
benefited to them
to achieve long
term goals and
objectives in a
limited time
period.
4) New marketing mix actions to achieve gaps between the company’s present marketing
strategy and external environment
Business runs in society, so it is essential to work over it and then it is helpful ijn
achieving targets. According to Turnbull, and Valla, 2013 ''There are many changes which has to
be taken place in business operations and due to change in plans and policies, they do not work
to analyse market and then they can achieve targets in better and efficient manner.'' There are
many factors which has t be considered in market to achieve targets on time. There are various
factors which affect business either in positive or negative way, so there is possibilities that they
do not take actions in efficient way. As in market, trends are changing very rapidly, management
of Baxter India Pvt Ltd has to keep eyes on working style, so this helps to change market in
efficient manner.
In case marketing is not done in effective way, so there are possibilities of gap between
actual and set standards. Baxter India Pvt Ltd has to lower their cost to gain government hospital
tenders and to make Suprane as their Unique Selling Proposition. Marketing mix with
comparison to external environment are as follows-
Price- Cost of medicines for Anesthesia of Baxter India Pvt Ltd must be low so they can
achieve targets in better and effective way. There are various resources which are required by
11

company to manufacture medicines, hence management must tries to lower it down. According
to Vargo and Lusch, 2011 ''There is requirement of various mediators which achieve targets.''
If change in production resources cost, then it affects price of modules.
Place- Place is the concept where product had to be sales. This factor must be kept in
mind, hence this helps to know what has to be delivered at what place. As in corporate hospital
expensive module can be sold bit in government and other small nursing homes, there is
requirement of cheap medicines.
According to Wang and Pizam, eds., 2011 ''if there is change in operations of business
polices, then this affects resources required to perform business might get affected.''
Promotion- Promotion of medicines is necessary. There are various sources through
which promotion can be done of module. There are several retailers, they avail various
commission, monetary benefits, etc. through which company can increase sales. Hoarding,
displays at shops, contract with hospitals are helpful in promoting modules.
In this case competitors are main component which affect promotional activities.
Product- Baxter has mainly three modules which are used in injecting before surgery, so
it is essential to know what can be done and this helps to satisfy demand of customer. Resources
which are required to perform business operations, if not available properly then there is affect
on business.
People- They are the source which are ready to consume medicines. In case of Baxter
India Pvt Ltd, as they are thinking to have contract with government hospitals so they must be
keep in mind income level of patients visiting it.
Process- There is some process which is required to manufacture products, so it is
essential to select measure which make it easy. As technology is changing very rapidly, then
Baxter India Pvt Ltd also have to adopt it. In the words of Wiedmann and et. al., 2011''But there
is requirement of cost and training which has negative impact on business.''
Physical evidence- In this concept, there is some image in mind of people residing in
society and hence this helps Baxter India Pvt Ltd to grow and expand. While they have
monopoly in case of Suprane module, this motivates them to perform operations. In case of
physical evidence there is requirement of some prove which shows authentic point.
12

CONCLUSION
Through this discussion it is clear that to take business at heights, then it is essential to
consider market factors. There are various policies which has to be consider as it helps to grow
and expand business. Competition in medicines sector is very much so marketing of medicines
must be in better and effective way. There are many internal and external factors which change
policies and then this can be done to analyse market in better and effective way. In this report
there is discussion about marketing mix, so it is essential to change factors which can be
acceptable. Marketing audit concept is new but it helps to have look over internal as well as
external factors which affect business. There are competitors which may grab market, so it is
essential to work as per their policies,. As these days change is very necessary so medicines must
be available through different source which help manage market in appropriate manner. It is
essential that manger must keep cost of product so this can be reachable for every group of
society.
13

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Online
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The Segmentation, Targeting and Positioning model. 2016. [Online]. Available
through :<https://www.smartinsights.com/digital-marketing-strategy/customer-
segmentation-targeting/segmentation-targeting-and-positioning/ >.
Marketing audit. 2015. [Online]. Available through:
<http://www.sanandres.esc.edu.ar/secondary/Marketing/page_36.htm >.
Porter's Five Forces. 2018. [Online]. Available through:
<https://www.strategicmanagementinsight.com/tools/porters-five-forces.html >.
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APPENDIX
(Source: Marketing Audit, 2015)
16
Illustration 1: Marketing Audit

Illustration 2: Porter's Five Forces
(Source: Porter's Five Forces, 2018)
17