A Comparative Study of Marketing and Management: CSL LIMITED and Mylan

This report provides a comparative analysis of the marketing strategies employed by CSL LIMITED and Mylan, two prominent companies in the healthcare industry. The study examines their marketing mix, including product offerings, pricing strategies, distribution channels, and promotional activities. It explores how both companies leverage these elements to compete in the market and achieve their business objectives. The report highlights the similarities and differences in their approaches, evaluating the effectiveness of their strategies in terms of market penetration, financial performance, and customer engagement. Furthermore, it delves into the impact of social media and technological advancements on their marketing efforts. The report concludes with recommendations for improvements, focusing on areas such as strategy development, training, and the utilization of social media marketing to enhance their market positions and drive sustainable growth.

Running head: SUSTAINABILITY OF MARKETING AND MANAGEMENT
Comparative study between the marketing strategies of CSL LIMITED Company and Mylan
Name of the student:
Name of the university:
Author note:

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Executive Summary
Marketing and management are complementary to each other. Absence of one disrupts the
application of the other. Countering this, management gains more importance than marketing.
This is in terms of evaluation of the exposed performance to achieve positive outcomes. Oriental
and rational approach towards management of the business activities helps the companies and
organizations to achieve sustainable growth. Herein, the limitations of CSL LIMITED Limited
and Mylan are nullified. Strategizing the marketing mix, relates with the experimentation of the
current position, in order to bring innovation. Within this, the financial parameter is the keystone
towards promoting the proposed plans. Recommendations are an attempt to modify the
undertaken strategies towards marketing and moving towards expansion. Maintaining
consistency in this possesses flexibility to make the market positions of both the companies
secure within the competitive ambience.

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Table of Contents
Background of CSL LIMITED Company and Mylan.....................................................................4
Marketing strategies used by CSL LIMITED Company and Mylan in terms of their competitors 5
Marketing mix of CSL LIMITED Company...............................................................................6
Product.....................................................................................................................................6
Price.........................................................................................................................................6
Place.........................................................................................................................................7
Promotion................................................................................................................................7
Marketing mix of Mylan..............................................................................................................7
Product.....................................................................................................................................7
Price.........................................................................................................................................8
Place.........................................................................................................................................8
Promotion................................................................................................................................9
Findings from the marketing strategies...........................................................................................9
Recommendations for improvement..............................................................................................10
Developing strategies.................................................................................................................11
Training......................................................................................................................................11
Meetings....................................................................................................................................12
Social media marketing.............................................................................................................12

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Offers, schemes and discounts...................................................................................................13
References and Bibliography.........................................................................................................14
Appendices....................................................................................................................................17

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Background of CSL LIMITED Company and Mylan
CSL LIMITED deals with the manufacturing of innovative biotherapies; which plays
an important role in gifting a new life to the general public. As a matter of specification, the
company considers the factors, which might lead to life risk of the customers. In view of this
perspective, it can be said that the company operates under the healthcare industry, envisioning
the wellbeing of the customers. Typical evidence of this lies in the presence of the outlets in
more than 30 countries including Australia, Germany, United Kingdom and United States
(Csl.com.au 2017). Dedicated, committed and persistent efforts of 17,000 employees enable the
company to abide by the promise delivered to the patients. Innovation, integrity, collaboration
enhances the decision-making of the company, bestowing upon the personnel a closely-knit
feeling. Herein lays the appropriateness of the name CSL LIMITED Group. This indicates the
practice of participative management style, where the Board of Directors, managers, employers
and the employees indulge in meeting for upgrading the standard and quality of the business
services. Within this, standardized corporate governance is considered as a part of the business
in order to add firmness in the shareholder value. The management of CSL LIMITED Company
exposes conscious attitude towards the aspects of risk management, Market Disclosure among
others (Csl.com.au 2017).
On the contrary, Mylan is an Australian based drug manufacturing company, owned by
Mylan Pharmaceuticals in United States. Similar to CSL LIMITED Company, Mylan also
operates under the healthcare industry. One of the recent steps, which the company has adopted,
is alteration of the website name from Mylan to Mylan. One of the main values of the company
is “One quality standard (Mylan.com.au 2017). The company, through the introduction of

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supportive policies, ensures the provision of high quality medicines to the public domain. Here,
the main focus is on delivering proper access to the people rather than adding to the existing
stock. This strategic approach has made Mylan one of the largest generic and pharmaceutical
companies in the world. Till now, the company has been successful in marketing 1400 different
products to all of the stakeholders and shareholders. Established in 1961, the company took the
determination to serve people of the West Virginia and the adjoining communities in getting
access to the required medicines. Consistency has been maintained in the mission till the present
times; however, the mission has become firmer in terms of renovating the business services and
making them reliable to the stakeholders and shareholders through the means of collaborative
output (Mylan.com.au 2017). Like CSL LIMITED Company, the core values of Mylan are
innovation, integrity reliability, teamwork, quality service, which enables the personnel to
achieve efficiency in the execution of the business activities. Evaluation of the undertaken steps
makes the personnel aware of the feasibility, effectiveness and appropriateness in terms of the
identified and the specified values. Herein, the tagline, “Seeing is Believing” seems absolutely
justified regarding the approach of the personnel towards achievement of success (Mylan.com.au
2017).
Marketing strategies used by CSL LIMITED Company and Mylan in terms of their
competitors
The marketing strategies of both CSL LIMITED Company and Mylan can be described
through marketing mix.

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Marketing mix of CSL LIMITED Company
Product
CSL LIMITED Company deals with wide variety of life saving products such as plasma
derived therapies, vaccines, anti-venoms, diagnostic products and pharmaceuticals. These
products, after manufacturing are exported to the neighboring countries. Mention can be made of
Sequirus Manufacturers, where maintenance of legal considerations is the prime factor in
terms of marketing of the vaccines. Vaccines, which come under this business are Afluria
Quad, ADT Boosters, Dukoral, Fluvax, Gardasil, H-B VAX II, Jespect, M-M-R, Proquad
among others. Here, skilled and efficient experts are hired for preparing the vaccines
(Csl.com.au 2017). Quality is a crucial factor, which helps the personnel to safeguard the people
from viral and infectious diseases. Along with this, the research and development team
continuously seeks innovative measures for upgrading the standards of the vaccines.
Price
Emerging successful in the Sales operation has assisted Seqirus in encountering annual
revenue of US$4 billion upon its global market penetration. In spite of different product
portfolio, franchise helps the company to manage all its operations in an efficient and effective
manner. Possessing of a strong and wider supply chain network, especially with North America,
Europe and Australia, makes CSL one of the largest influenza manufacturing companies
(Csl.com.au 2017). Countering this, price seems negligible in comparison to the cure and
treatment, which the patients need; however, financial flexibility is important in terms of
introducing lucrative schemes, offers and discounts for the patients.

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Place
In the Sequiris business, the company carries out its operations in North America, Europe
and Australia. Along with this, CSL LIMITED Company has its outlets in CSL Behring, where
mostly plasma derived and recombinant products are dealt with for expanding the business.
Apart from this, Sequiris manufacturers, in collaboration with the CSL Company sells wide
variety of vaccines in Australia and New Zealand. In vitro diagnostic products are marketed in
the thresholds of Hong Kong, Malaysia, Singapore and Taiwan (Csl.com.au 2017). In the era of
2015, CSL merged with Novartis, which resulted in the creation of Sequiris. The main purpose
of this creation was production of quality vaccines, which possessed flexibility to cure influenza.
Promotion
The core values of innovation, one standard quality, and safe marketing methods are the
main agents, which have popularized CSL Company across the globe. The major drive behind
this is engagement of the stakeholders towards the organizational excellence. Envisioning
communal upliftment is one of the other agents, which promotes the oriental approach towards
all round development of society as a whole. Most importantly, collaborative output, in terms of
the ensuring quality service for the patients, forms a crucial segment for achieving loyalty, trust
and dependence from the customers (Csl.com.au 2017).
Marketing mix of Mylan
Product
Mylan specifically supplies prescriptions to the Australian markets, especially the OTC
brands, which include- EpiPen, auto-injector, Bicor, Diabex, Dymista, Noten, Creon, Lipidil,
Physiotens, and Ferro-grad among others. The main focus here is to provide quality and

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branded products to the patients, in order to support in their cure. The target audiences are
Specialty care homes, General Practitioners, Pharmacies and other stakeholders. Herein lays
the role of the research and development team in developing new standards of quality for
providing standardized care to the needful patients (Mylan.com.au 2017). Apart from this, Mylan
also deals with therapies related to allergies, cardiological issues, influenza, and gastroenterology
among others. All these products are approved by Therapeutic Goods Administration (TGA).
Price
According to the undertakings of 10th February, 2016, Mylan declared the decision to
acquire Meda. The specifications of the offer are that it is devoid of any direct or indirect
distribution. Along with this, the acquisition would not accept any tender or share, on behalf of
the stakeholders and shareholders. This is irrespective of any legal jurisdictions, which were
essential in terms of the formation of the offer (Mylan.com.au 2017). If any tender or share is
accepted by any shareholder, appropriate legal action would be taken, which would destroy the
reputation. This legal intervention would include application of the relevant documents along
with the filings and measures in collaboration with Swedish law, Dutch Law and US Law.
Delving deep into the decision, it reflects the conscious attitude towards the provision of quality
medication and treatment at reasonable rates.
Place
Possession of a wider supply chain network enables the company to supply its products to
the wholesalers, retailers, physicians and government offices. Effective and judicious utilization
of social media marketing has popularized the company business till the extent of global
markets. Mention can be made of the company’s supply to the wholesalers, where the personnel
ensure that quality medicines reach to the customers in more than 165 countries and territories

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(Mylan.com.au 2017). Along with this, Mylan’s supply to the government offices and medical
institutions is also noteworthy in terms of delivering quality medicines to the needful patients
and create a positive environment, enhancing the lifestyle and existence of the public domain.
Promotion
On March 20, 2017, Mylan published the news of EpiPen 300 microgram Adrenaline
injection. The launch of this auto-injector is an initiative by Mylan towards the activation of the
failed injection devices. Along with this, most of the injectors being defective or expired was a
major concern towards the wellbeing of the patients. Most striking fact here is failed activation
of 80,000 devices in a batch. The newly launched auto-injector would be effective in curing
allergic emergencies, such as anaphylaxis (Mylan.com.au 2017). The news was spread through
the means of social media, which helped Mylan to convey the news to a large number of
audiences.
Findings from the marketing strategies
Marketing mix for both CSL LIMITED and Mylan is a kind of experimentation in terms
of the existing products and services. One of the prime similarities between the marketing
strategies of CSL LIMITED and Mylan is the manufacture of quality medicines for providing
efficient and effective cure to the patients. For this, both the companies envision the achievement
of financial flexibility in terms of introducing innovative and branded quality medicines.
However, this is not with the destruction of the originality (Schaltegger, Burritt and Petersen,
2017). Effective and judicious utilization of social media justifies the possession of wider chain
network, enhancing the scope and arena of the business of both the companies. Herein the

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parameters of place and promotion get merged up in terms of business expansion of both CSL
LIMITED and Mylan.
Delving deep into the findings, price is the most important aspect in terms of promoting
the innovative and branded products newly launched. In addition to this, effective and judicious
utilization of social media proves advantageous for both the companies in terms of popularizing
the products till the threshold of foreign markets. Countering this, experimenting with the
existing products, through the means of social media, proves beneficial in terms of gaining an
insight into the customer approaches towards the offered products (Armstrong et al., 2015).
These approaches play an important role for CSL LIMITED and Mylan to plan better services
for the customers.
The decision to adopt Meda is appropriate for Mylan in terms of stabilizing the financial
parameter. On the other hand, strategic approach towards increasing the sales revenue proved
beneficial for CSL LIMITED in terms of achieving financial stability. Countering this, adopting
premium pricing methods helps the company personnel to deliver quality medicines to the
patients. As a matter of specification, it helps the customers belonging to the middle class to
afford the medicines, which are costly and obstruct the treatment of the patients (Baker, 2014).
Recommendations for improvement
Both CSL LIMITED and Mylan have covered a long way towards the achievement of
success. However, there remains a lot more to cover for reaching to the peak of success. Oriental
and conscious approach is needed for bringing change and innovation in the business operations
and services. Bearing in mind the following recommendations would help both the companies to
achieve expansion in business:

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Developing strategies
Strategies act as a primary document in terms of systematizing the business activities.
Inclusion of business models within the strategies would enhance the clarity of the personnel
regarding the circumstances, the relevant conditions and the appropriate solutions, which can
improvise the situation. Strategizing the identified and the specified objectives would prove
beneficial in terms of performing the activity, which is more important (McDonagh and Prothero
2014). Consciousness towards this direction helps the personnel to achieve successful
completion of the projects at hand within the stipulated deadlines.
Training
Trainings enhance the preconceived skills, expertise and knowledge of the employees.
Therefore, increasing the frequency of trainings would help the employees to achieve an easy
understanding about the basic and fundamental management skills. Viewing it from the other
perspective, if the trainings are conducted by the senior and the experienced managers, it
enhances the stability in the relationship between the employees, employers and the managers.
Along with this, taking post-training tests would make the managers aware of the employees’
capability to make practical application of the learnt skills in carrying out the tasks in an efficient
and effective manner (Doppelt, 2017). Division of the trainings into various sessions helps the
employees to achieve an easy understanding of the delivered lectures on the ways and means to
perform the business activities. Emerging successful in making practical application of the learnt
skills enhances the confidence of the employees regarding the capability to carry out challenging
and enduring tasks.

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Meetings
Organizing meetings and conferences with the shareholders and other associate partners
would help the managers of CSL LIMITED and Mylan to gain awareness about their approaches
towards their needs, demands and requirements. Interactive nature of these meetings would help
the employees to clarify their doubts regarding the basic ways and means to do the allocated
tasks (Foerstl et al. 2015). These meetings would play an important role in introducing strategies
and policies for the betterment of the organization. On the contrary, these meetings can be
organized in response to some crisis, which the companies might face or is encountering for a
prolonged period. Involvement of the employees and the other staffs in these meetings and
conferences would be essential in terms of getting the approval for the proposed plans. Presence
of the Board of Directors in these meetings and conferences might be helpful in averting the
illegal instances (Taneja and Toombs 2014).
Social media marketing
Social media is an effective option in terms of expanding the scope and arena of cSL
Limited and Mylan. However, judicious usage is the keystone for achieving positive results in
this direction. Uploading the pictures of the newly launched products would make the customers
aware about the latest trends adopted by the companies. Within this, all the specifications about
the products need to be uploaded on the websites and social networking sites. Prior to this, access
needs to be given to the customers, so that they can enhance their knowledge about the
utilization of their investments (Windolph, Harms and Schaltegger 2014). Search engine
optimization is an important segment of social media, which would take the personnel directly to
their search requirements. Here also training is crucial in terms of averting the instances of cyber
crimes, virus attacks and hacker interventions. For this, IT experts can be hired for examining the

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machines. Maintaining frequency in these examinations would bring to the forefront the
drawbacks if any.
Offers, schemes and discounts
In order to sell a newly launched product, the companies would introduce lucrative
schemes, offers and discounts on the first purchase. This is a very cheap form for selling the
products and in terms of healthcare, it reflects a very ordinary step towards the cure of the
patients (Kumar and Christodoulopoulou, 2014). On the other hand, adopting the means of
feedback, survey would help the personnel to achieve an understanding about the needs,
demands and requirements of the patients. After this understanding, introducing offers, schemes
and discounts would turn the business of the companies into customer-centric. Otherwise, it
seems only a vague attempt towards the achievement of customer satisfaction. This perspective
would place the companies in the same thread with the other companies and organizations in
terms of achieving a sustainable place within the competitive ambience of the market (Baker and
Saren 2016).

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References and Bibliography
Adams, R., Jeanrenaud, S., Bessant, J., Denyer, D. and Overy, P., 2016. Sustainability‐oriented
innovation: a systematic review. International Journal of Management Reviews, 18(2), pp.180-
205.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Borland, H. and Lindgreen, A., 2013. Sustainability, epistemology, ecocentric business, and
marketing strategy: Ideology, reality, and vision. Journal of Business Ethics, 117(1), pp.173-187.
Borland, H., 2015. Definitions, theories, drivers and managerial implications: Grounding global
strategic sustainability. In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual
Conference (pp. 4-4). Springer, Cham.
Csl.com.au (2017). About us. Available at: http://www.csl.com.au/ [Accessed on 23rd September
2017]
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Engert, S., Rauter, R. and Baumgartner, R.J., 2016. Exploring the integration of corporate
sustainability into strategic management: a literature review. Journal of cleaner production, 112,
pp.2833-2850.

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Epstein, M.J., Buhovac, A.R. and Yuthas, K., 2015. Managing social, environmental and
financial performance simultaneously. Long range planning, 48(1), pp.35-45.
Foerstl, K., Azadegan, A., Leppelt, T. and Hartmann, E., 2015. Drivers of supplier sustainability:
Moving beyond compliance to commitment. Journal of Supply Chain Management, 51(1),
pp.67-92.
Kourula, A., Pisani, N. and Kolk, A., 2017. Corporate sustainability and inclusive development:
highlights from international business and management research. Current Opinion in
Environmental Sustainability, 24, pp.14-18.
Kumar, V. and Christodoulopoulou, A., 2014. Sustainability and branding: An integrated
perspective. Industrial Marketing Management, 43(1), pp.6-15.
McDonagh, P. and Prothero, A., 2014. Sustainability marketing research: Past, present and
future. Journal of Marketing Management, 30(11-12), pp.1186-1219.
Mitchell, R., Wooliscroft, B. and Higham, J.E., 2013. Applying sustainability in national park
management: Balancing public and private interests using a sustainable market orientation
model. Journal of Sustainable Tourism, 21(5), pp.695-715.
Mylan.com.au (2017). About us. Available at: http://www.mylan.com.au/en-au/company
[Accessed on 23rd September 2017]
Mylan.com.au (2017). Mylan initiates recall. Available at:
http://www.mylan.com.au/en-au/news/press-releases/2016/Mylan-initiates-recall [Accessed on
23rd September 2017]

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Schaltegger, S., Burritt, R. and Petersen, H., 2017. An introduction to corporate environmental
management: Striving for sustainability. Routledge.
Taneja, S. and Toombs, L., 2014. Putting a face on small businesses: Visibility, viability, and
sustainability the impact of social media on small business marketing. Academy of Marketing
Studies Journal, 18(1), p.249.
Windolph, S.E., Harms, D. and Schaltegger, S., 2014. Motivations for corporate sustainability
management: Contrasting survey results and implementation. Corporate Social Responsibility
and Environmental Management, 21(5), pp.272-285.

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Appendices
Appendix 1
SWOT Analysis
CSL LIMITED Limited
Strengths
 Wider supply chain network
 Presence of outlets in more countries
 Skilled and efficient employees
 Integrated management structure
Weakness
 High price of the medicines
 Lack of access in case of the below
poverty level patients
 Legal proceedings
Opportunities
 Social media marketing
 Effective consideration of the varying
demography
Threats
 Strict governmental regulations
 Uncertainty and delays in the research
and development outcomes
Table: SWOT Analysis of CSL LIMITED Limited
(Soure: Csl.com.au 2017)
Mylan
Strength
 Portfolio for diversified products
 Strong supply chain network
 Acquisition of Merck and Matrix
Pharmaceuticals in India
Weakness
 Litigations straining the brand image
 Limitations in the revenues from
foreign business

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 Skilled and efficient employees
Opportunities
 Innovations in Lipitor
 Use of social media for enhancing
awareness
 Prevalence of chronic diseases
Threats
 Sluggish economy of the foreign
neighboring countries
 Harsh protection laws for the import
and export activities
 Delay and pending litigation
Table: SWOT Analysis of Mylan
(Soure: Mylan.com.au 2017)

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Appendix 2
Brand position mapping
In terms of the strengths and weakness of LS Limited and Mylan, they can be placed
above the axis. Social media marketing has enhanced their reputations regarding innovation in
the business. Herein lays the appropriateness of the aspect of wider supply chain network.
However, financial aspect seems darker for both the companies. The harsh tax imposition on the
import and export activities is an addition to the complexities of the companies. In this
perspective, the position of the companies attains vulnerability, which stains their brand image.
Along with this, litigations and delays in the reports act as a compromise with the needs of the
patients towards quality treatment for their recovery.