Analyzing Marketing and Sustainability by CSL: A Report

This report provides a comprehensive analysis of CSL Limited's marketing strategies and their integration with sustainability practices. It begins with an introduction to CSL, its product offerings (plasma-derived therapies, vaccines, antivenoms, diagnostics, and pharmaceuticals), and its target customers (doctors, patients, medical shops, and hospitals). The report then explores the relationship between product characteristics, branding, packaging, labeling, and support services with sustainability. It delves into CSL's pricing strategies, including cost-plus, market-based, and premium pricing, examining how these are applied to various product lines. The report further investigates CSL's promotional activities (personal selling, advertising, public relations, point of display, and online marketing) and their impact on sustainability. It highlights CSL's efforts towards social, environmental, and economic benefits, emphasizing their commitment to supply chain security and sustainable distribution. Finally, the report compares CSL's marketing mix with those of Cipla and Pfizer, offering recommendations based on the analysis.

RUNNING HEAD: Marketing and sustainability by CSL
Marketing and sustainability by CSL

Marketing and sustainability by CSL 2
Table of Contents
Introduction...........................................................................................................................................3
Sustainability practices are done by CSL................................................................................................3
Product offering made by the company............................................................................................3
Product vs. sustainability.......................................................................................................................4
Price vs. sustainability:..........................................................................................................................5
Definition and pricing strategies........................................................................................................5
CSL pricing strategy...........................................................................................................................6
Promotion vs. sustainability..................................................................................................................7
CSL efforts towards sustainability:.....................................................................................................8
Place vs. sustainability...........................................................................................................................8
CSL managing and using its marketing...............................................................................................8
Sustainability in distribution..............................................................................................................9
Comparing marketing mix of CSL with Cipla and Pfizer...................................................................10
Recommendation................................................................................................................................11
Appendix.............................................................................................................................................12
CSL SWOT Analysis...........................................................................................................................12
Positioning chart of CSL ltd:.............................................................................................................13
References:..........................................................................................................................................14

Marketing and sustainability by CSL 3
Introduction
The Commonwealth Serum Laboratories recognised in Australia in 1916 to service
the fitness requirements of a country. CSL Limited stood again in 1991 and listed itself on
ASX in 1994. From that time onward CSL procured numerous organizations including CSL
Behring and Novartis' flu immunization business. CSL is following its corporate origins back
to Emil von Behring, an innovator with serum cures who attained the major Nobel Prize in
Physiology and Drugs.
Sustainability practices done by CSL
• Innovation through focus on product research and expansion to achieve effective
excellence.
• They also ensure that their therapies are safe and of the premier class by maintaining
the maximum criteria all over the phases of the product life cycle.
• Functioning sensibly in the market by promoting medicine in an ethical method,
employed with others to enhance fairness of access and involvement of stakeholder in
financial success;
• Providing a constructive workplace for our kin by inducing a culture of common trust
and regard, empowering them to carry out their employments securely and
adequately, and fulfilling and perceiving their commitments; and
• Assisting patients, biomedical and neighbourhood groups by enhancing access to their
treatments and upgrading the personal satisfaction for patients, progressing logical
information and backing up future medicinal specialists, and connecting with our staff
in the help of nearby groups (Peter & Donnelly, 2011).
Product offering made by the company

Marketing and sustainability by CSL 4
Plasma-derived therapies- Used in treating bleeding disorders, infections and autoimmune
diseases. And also used in treating patients during serious care.
Vaccines- Used to bring resistance to guard people against a range of viral and bacterial
diseases.
Antivenoms- Used to treating fatalities of venomous snake and spider bites
Diagnostics products- Used in determining compatibility of donor-recipient blood in
transfusion settings.
Pharmaceuticals- Used in treating a range of human medical conditions.
TARGET CUSTOMER OF CSL
Doctors: These can be individual doctor practicing in their own clinic. These can increase
sale of medicines of CSL by prescribing to patients moving to them.
Patients: Those persons suffering from some diseases and moving to company products for
healing.
Medical shops: These are most important in increasing the sales of company, as through this
company can make recommend their products to all customers.
Hospitals: All types of hospitals in which medicines produced by company can be utilised in
efficient way to treat customer.
Product vs. sustainability
• Product characteristic: it discusses the quality, feature, elegance, and strategy of the
product. With the assistance of the quality, the producer can provide the customers
guaranteed a quality product (Luan & Sudhir, 2010). Features help in distinguishing the
product from other products offered by competitors. Sustainability in product characteristics
attracts customer to purchase and attach more towards CSL as nowadays customers are the
very using product which is environmentally friendly.

Marketing and sustainability by CSL 5
• Product branding: It is very important for a company to give the product a brand name.
Through the help of brand tag, the consumer can distinguish CSL products from the other
products. Branding enables the CSL in sponsoring the product and creating brand
consciousness in mind of the consumers.
• Product packaging: Packaging means the wrapping which comprises the product.
Packaging is acting as a silent marketing practice to attract the customer (De Mooij, 2013). It
is through the aid of the packaging the buyer comes to distinguish about the product quality,
quantity, weight, price etc. It helps CSL to retain customers through sustainable practices of
packaging like disposable rappers, reusable material and much more helping to create
sustainability in the environment.
• Product labelling: Labelling gives the customer figures related to the manufacturer’s
name, location, and date of manufacturing, expiry, celluloses, nutritional value etc. By
labelling CSL can help its customers to detect the product sustainability towards the
environment.
• Product support services: - It means the amenities which are provided to the consumer
after selling the product to the buyer like after sale services, installation etc.
Price vs. sustainability:
Definition and pricing strategies
The word is used when prices are based on the company on the value of a product as
observed from the customer's perception. The perceived value regulates the consumer's
enthusiasm to pay and the maximum value a company can charge for its product.
An important constituent of the value-based rating is the requirement to regulate the value for
the consumer (Chattopadhyay, Shivani & Krishnan, 2010). In order to determine the value a

Marketing and sustainability by CSL 6
consumer associates with a product, the customer value model can be applied. Pricing
strategies are of following types:
Cost-plus pricing is a technique utilized by companies to exploit their incomes. There are
numerous diversities, but the general trend is that one first computes the cost of the product,
and at that point adds a fraction of it as rising. Essentially, this methodology sets prices which
are covering the cost of manufacturing and deliver adequate income margin to the company
to earn its target rate of return. It is a way for corporations to calculate how much profit they
can make in future.
Market-based pricing strategy: Numerous factors are taken for attention thought about while
valuing a product. These integrate one's own actual cost of supplying the product, the force of
demand and supply, or the contenders' costs. Rivalry based valuing is the evaluating
component wherein costs are set in agreement to the costs of the competing products (Huang
& Sarigöllü, 2014).
CSL pricing strategy:
In the market-oriented pricing strategy, competitors’ prices and linked pricing trends are used
in defining the values of many of CSL’s customer goods. For instance, this policy is
functional for the daily pharmaceuticals products consumed by customers. On the other side,
the product-bundle pricing strategy implements prices used for sets of goods. CSL practices
this pricing strategy in dealing with companies of competitive in nature. This policy is also
seldom is useful for exceptional proposals that encourage definite products through retail
stores (Powers, & Loyka, 2010).
New pricing strategy: The premium pricing strategy defines prices that are comparatively
greater than the marketplace average. CSL practices this approach for selected products, such

Marketing and sustainability by CSL 7
products as hospitals and insurers cannot walk away from CSL. Based on above analysis,
CSL ltd has a multi-pronged methodology to set the prices for its consumer goods.
How product prices normally adjusted:
CSL ltd might be dropping the cost on entry-level products while leaving costs on other,
more element improved and gainful items unaltered. The CSL dominant market position,
economies of scale, and the industry’s barriers to entry, must made it a preferred of
shareholders. The corporation enlarged operating profits by 12% with a business leading
profit of 31%. But supporting those stages over the next few years is not easy. CSL has
profited in current years from volume constraints at competitors with the business’s antibody
sales increasing 22% over the previous years, in comparison to more than 10% for the
business as a whole (Alex, 2012).
Promotion vs. sustainability
Personal selling:
It is the most critical, the best and the most expensive type of promotion. It is the best
methods for oral or close and personal or direct correspondence. The individual introduction
has the possibility of affecting deals. Its impact is to push the item through the appropriation
channel. CSL sales can increase by personal selling through efforts of agents and retailers.
Advertisement:
It is a mass communicating of data proposed to influence purchasers to buy items with a view
to increasing the company’s benefits. It is an indifferent technique for correspondence and
additionally an impersonal salesmanship skill for the mass offering. CSL advertises its
product to increase the popularity amongst consumers.

Marketing and sustainability by CSL 8
Public relation: It is a type of promotional activity. It creates and keeps up an excellent
picture of an association on general culture. Along these lines the goodwill of the dealer
raises and prompts great contribution and progresses the offer of products. These also can
CSL to increase the revenue of company.
Point of display: It is the quiet businessperson that pulls in the purchasers' regard for the item
and influences them to choose to purchase. Promotion for the purpose of procurement is more
influential. Appropriate demonstration of things is done by producers or merchants. It
fluctuates generally.
Online marketing: It defines promoting and marketing practices that use the Web and email
to drive synchronize deals by means of electronic trade, notwithstanding prospective
customers from Web sites or messages. Web marketing and internet promoting endeavours
are usually utilized as a part of combination with the historical type of publicizing, for
example CSL advertisement through radio, TV, daily papers and magazines (Peattie & Belz,
2010).
CSL efforts towards sustainability:
Social benefit- Maintenance of high standards by CSL as it is adopting high standards
worldwide in order to bring global change control system. Their electronic support system
also supports this by effect of implemented changes to all qualified system, continuous
improvement and facilities. CSL also contracted for global contract management system for
achieving all quality agreement, and assuring that current agreements are according to
prescribed standard or not.
Environment benefits: CSL has developed and adopted a supply chain security system which
is combining product security requirement. Also it helps in loss prevention activities, reduce

Marketing and sustainability by CSL 9
waste activities, and many more. CSL also adopts various practices and take effort to improve
awareness amongst public related to diseases, epidemics and orphan drugs.
Economic benefit: CSL is dedicated to caring for its workforces and the world by
incorporating safety principles and design for the economic environment in the roots of its
industries. CSL is devoted to the thought that the expansion of a strong individual value for
Environment, Health, Safety and Sustainability (EHS) will too deliver a serious strategic
business value.
Place vs. sustainability
CSL managing and using its marketing
CSL successfully practices the channels of distribution to track its processes. It is a
recognized influential delivery network, which comprises industrial businesses, suppliers,
vendors, customers, and much more. The channel members enable to create the marketplace
which is cost-effective and well-organized. Hence, the products of CSL are dispersed
excessively and widely. They are sold in all classes of provisions, like supermarkets,
convenience stores, and medical shops (Tapp & Spotswood, 2013). It has a widespread
distribution system. Moreover, fast moving goods are looked as lower cost product. This help
in company products is purchased spontaneously and regularly. Also, CSL concentrates on
giving Biotechnology and Health care goods which are comparatively economical and
substituted regularly.
Sustainability in distribution: The security of the supply of basic items is vital to
CSL's capacity to supply life - sparing treatments to patients. Through an entire
understanding of the sourcing, starting point and supply network dangers of all materials
required in making CSL's products, CSL can guarantee regularity in supply. Maintaining the

Marketing and sustainability by CSL 10
security of distribution is a nonstop procedure where both new and existing distributors are
checked on and actions made to mitigate any dangers to supply that are distinguished. To
relieve the probability of basic deficiencies in their supply chain, CSL watch rundown of
basic medications, Setting up a vigorous checking framework to prevent and foresee
conceivable deficiencies of CSL's essential medications and procedural set up for the warning
of healing centres and other pertinent bodies in case of medication supply deficiencies.
Comparing marketing mix of CSL with Cipla and Pfizer.
Product:
Cipla: It combines 1500 items for restorative portions and nearly sixty measurements frames.
The organization gives managements like dispatching, plant building, treatment and
specialized know-how support and exchange (Srivastava, 2010).
Pfizer: It is one of the world’s largest companies known for pharmaceuticals. It has
distributed its procedures in divisions like Capsuget, Animal Health, Nourishment, Customer
Healthcare, Recognized Products, Developing Markets, Oncology, Specialty Care and
Primary Care
Price:
Cipla: In order to fulfill the demands of its patients, it has selected to keep an economical and
practical evaluating strategy. Its aim is to make life cautious medicines accessible to each
poor patient and for those prescriptions it has reserved a strong valuing approach.

Marketing and sustainability by CSL 11
Pfizer: Pfizer has a multistep pricing framework that experiences a few stages to descend at a
specific value alternative. It is a difficult investigation and is additionally reliant on dangers,
benefits, aggressive drugs and feelings of doctor.
Place:
Cipla: It sends out numerous of its products to almost 150 nations on the world including the
United States and various nations in the Middle East, Latin America, Australia, Africa and
Europe (Serrat, 2017).
Pfizer: It is a worldwide organization with its presence in one hundred and eighty universal
markets like Hungary, Mexico, Spain, Nigeria, Switzerland, New Zealand, Australia,
Colombia, Ecuador, Angola and Ireland. Its corporate home office base is in New York City
and research-head at Groton in United States (Gordon, 2012).
Promotion: Cipla has comprised diverse special exercises to advertise its products. Its slogan
is Caring for Life and which has turned to its main goal, this thought has been consolidated in
its governments, procedures, and products (Pomering, Noble & Johnson, 2011).
Pfizer: It has a solid brand review and has received solid promoting efforts. It has pushed its
advertisements in a few therapeutic diaries to accumulate greatest brand awareness and
visibility. Pfizer knows about its obligation towards nature and society.
Recommendation
Use LinkedIn to improve marketing mix: Utilize this business interpersonal organization as
an extended business card. As individuals hear name around the Web and at meetings, there
is a higher possibility that they will look at the company on LinkedIn (Leonidou, Katsikeas &
Morgan, 2013).

Marketing and sustainability by CSL 12
E-mail marketing: It's about the relationship, and email is a standout amongst the most
persevering approaches to grow that relationship (Ioannou, & Serafeim, 2010). For
customers, it is convenient to approach to the customer through E-mails to the company. This
will help CSL in building a personal relationship with its customers.
Enhancing online presence: CSL should increase its online presence in order to reach the
customer at the urban area as well. This will help CSL to become popular amongst all group
of people and enhancing its business sales (Peattie, 2010).
Appendix
CSL SWOT Analysis
Strengths
 Biotechnology business is one of the highest growing business in the world
 Wide-ranging R&D capacity
 CSL functions in the niche section of injections, anti-venom, inheritances etc.
 The corporation has products like blood plasma derivatives, vaccines, antivenom, and
cell culture reagents (Helms & Nixon, 2010).
Weaknesses
• Diseconomies to scale.
• Ethical concerns associated to genetics.
• Huge reserves of both period and money are required to develop new machinery.
Opportunities
• Growing consciousness about uses of stem cells, enzymes etc. CSL can enlarge into
these industry areas

Marketing and sustainability by CSL 13
• New skills like nanotechnology are developing which can be joined with
biotechnology to produce next generations of drugs and technologies.
• Tie ups with big clinics to encourage the experience in stem cells.
Threats
• Strict principles from management.
• Expert labour is required for the business.
• The amount of biotech companies have already originated offshoring certain actions,
one of the main ones being the absolute capacity of medical chemistry bond effort that
is now also existence completed in China.
Positioning chart of CSL ltd:
L
O
W
H
I
G
H
LOW PERFORMANCE EXPECTATIONS HIGH PERFORMANCE
Marketing
support and
Employee
performance
Leadership,
high end
products and
quality
medicine
Performance of
management,
ethical issues
and
diseconomies of
scale
Ease of
transportation
of medicines
and
trustworthy
comapny

Marketing and sustainability by CSL 14
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170.

Marketing and sustainability by CSL 15
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