Winning Strategies of Winning Companies - : Ranbaxy

Winning strategies of winning companies - Ranbaxy
Strategic vision:
To become research based international company To be among top three international generic companies in the pharmaceutical
world by 2015

Reaching the critical mass :
Mergers and acquisitions of Croslands gained instant
access to the fast growing derma and ortho segments

By 30 % stake in Vorin labs gained control in bulk drug

Acquired MOX and ZOLE from Gufic and consolidated antibiotic and derma segments
Strategic alliances Struck important alliances in global market
New product launches

Expansion strategies: highly strategic in restructuring and reengineering its business processes through 6 independent
marketing divisions

The Marketing Mindset focused on 1. Market share & growth 2. Segment leadership 3. Therapy focus 4. Customer coverage strategies
Number of mega brands amongst top 300 of the industry shows the marketing mindset of the organization- Cifran, Sporidex, Revital, Mox, Calmpose, Zanocin, Volini etc

Upgrading Technology:
Success with complicated synthesis of Cefaclor has become an industry legend
The companys technological prowess was amply demonstrated when they developed their own process for cefaclor and patented in US
Cifran OD-Out licensed technology to Bayer

Focusing on Research:
With 800 scientists , the company spends over 12% of projected revenues on R&D
The company has already got biological leads each in the anti-bacterial,anti-cancer and memory enhancer , Statins and BPH Drug discovery and NDDS

Integrating Strategically:
Right from 1973 Ranbaxy believed in backward integration .This has enabled them to exploit not only domestic market but also international opportunities. Today the company's bulk drug portfolio is over 40 bulk drugs

Internationalizing the business:
China-Targeted in a big way ,Ranbaxy-Gaungzhou China is market leader in many segments. CIS and Africa-early entrant; followed by South East Asean markets... then into UK & Europe Ranbaxy has joint ventures in over 20 countries Strong thrust & presence in US generic market in last three years

Attracting alliances:
With Eli Lily -joint ventures in US and India Alliance with Schein US to market its generic version Alliance with HMS -US generics Co-marketing with HMR in India

Intellectual Capital:
Customer relationship
Relationship with alliance partners Brand Equity Research and development Management processes Information technology People

Operational Excellence:
Productivity improvement through constant rationalization of processes Revitalization of strategy to accelerate growth Performance measurement Strategic benchmarking Performance through positive reinforcement
Empowerment
Winning strategies of winning companies - DRL

Strategic vision:
To be a research based international drug company
To bring new molecules into the country at a price the common man could afford
To put India on the drug discovery map of the world

The company chose brand acquisition route .e.g SOL Pharma's REFLUX and CLAMP Strategic Allainces-with North American generic companyCheminor Drugs.Joint Venture-Reddy Biomed in Moscow New product introductions
Expansion strategies-Merged Stangen and Genesis to achieve

greater customer coverage

The marketing mindset :
Strong brand building in gastrointestinal and cardiovascular
segment e.g OMEZ , ENAM and STAMLO

Brand acquisition from Standard Organics, Dolphin, American Remedies

Upgrading technology :
All the groups bulk drug facilities have international regulatory approvals All their plans implement -cGMP and conform to international standards

Integrating strategically:
The company has developed so far innovative processes for
over 60 drugs.
The groups own bulk drug production covers 80 % of its formulations

Focusing on research:
DRL is currently concentrating on anti cancer, antiinflammatory,antidiabetic and cardio vascular research
The group spends around 10 % of its turnover on R&D

Internationalizing the business:
In international market shifted focus from bulk drugs to value added formulations More than 200 plus registrations in various countries under its belt First Indian company to license a new molecule to NOVO NORDISK

Attracting alliances :
Novo nordisk
Cheminor drugs
Biochimico-Brazil Canada based ROTAN in China

Intellectual Capital :
DRL firmly believes in building customer relationship,brand equity,R&D,information technology and, above all, people

Operational Excellence :
DRL has developed highly cost effective alternative process of for number of bulk drugs and has become internationally highly competitive DRL implements KAIZEN (continuous improvement) programs
Winning strategies of winning companies - CIPLA

Strategic Vision :
To achieve technological leadership in domestic market

Cipla's technological strength is widely acknowledged both in India and abroad Cipla's game plan is to have at least one manufacturing facility in each geographical region Cipla's two marketing division -CIPLA and PROTEC promote brands across different therapeutic segments
The marketing mindset :

Ranked first amongst Indian Pharma companies
Dominant leadership positions in major therapeutic segments e.g CIPLOX,ASTHALIN,NORFLOX- TZ etc

Technology has been a core competence of Cipla Company has achieved high degree of cost effectiveness in its process technologies in number of bulk drugs. e.g salbutamol Pioneers in Inhalers Technology Value addition through technology e.g commercialization of extraction of VINBLASTIN a popular anticancer drugs

Focusing on research :
It has developed over the years innovative processes for over 50 pharmaceutical bulk actives
Development of new NDDS eg micro emulsion form of cyclosporin All the three R&D centres continue to have approval of ministry of science and technology
Works closely with CSIR laboratories for research

Integrating strategically :
Develop cost effective innovative processes of over 50 drugs First to come up with alternative processes for all the new molecules introduced in the country for the past five years The company's own bulk drug production covers about 3/4th of its formulations

Internationalizing the business :
Approved facilities by international regulatory authorities like US FDA,UK MCA and Australian TGA Versatile portfolio of bulk actives and formulations
Globally competes in HIV/AIDS therapy

Attracting alliances
With NOVO PHARM Canada for manufacturing bulk drugs and formulations With GENEVA PHARMA-US With MEDPRO- South Africa
With ZHEJIANG AUTOKANG- China

GEN PHARMA -Australia Cartel with leading Indian pharma co.s - to jointly market basket of drugs in India

Intellectual capital :
Investing heavily on 1) Human capital 2) Structural capital-Infrastructure and technology 3) Customer capital

Operational excellence :
Through performance measurement, strategic benchmarking ,
speed and empowerment
Winning strategies of winning companies - NIPL

Strategic vision :
To be amongst the top healthcare companies through strategic acquisition and takeovers To stay focussed on mainstream products and diversify into niche markets through strategic alliances and joint ventures
To increase exports with off patented products abroad

Mergers and acquisitions with Roche, Sumitra Pharma,Sarabhai, Rhone Poulenc etc Nicholas has consolidated its marketing operations with over 15 multispeciality divisions

Marketing mindset :
Reached 4th rank through mergers and acquisitions Many mega brands amongst industry's top 300. Bactrin, Genticyn,Esgipyrin and Polycrol) (Paraxin,

Impressive manufacturing infrastructure a 200 million plant at Pithampur -MP Acquired a bulk drug plant for manufacturing vitamin A at Thane Largest multiproduct bulk drug manufacturing facility at Hyderabad World class research centre at Mumbai

Prestigious R&D centre of HMR Invested over Rs 160 million to augment its clinical research activity The four pillars of research at NPIL are
1)Formulation development 2) Bulk drug development 3) Drug Discovery 4) Clinical Research

Leading player in vitamin A
Sustainable competitive advantage with bulk drug portfolio

which includes ciprofloxacin, diltiazem, enrofloxacin, ibuprofen etc

Internationalizing Business :
Alliance with swiss based SIEGFRIED PHARMA for offpatent generic markets LA PORTE for penetrating European market with bulk
actives

Joint venture to manufacture and market wide range of ophthalmic products of Allergan in India Joint venture with SCHOLL of UK for manufacturing and marketing foot care products
Israel based TEVA Pharma for anti cancer products in India

Intellectual Capital :
Emphasis on building relationship with alliance partners Firmly believes in developing customer relationships, management processes, R& D, Information technology and people
Winning strategies of winning companies - Sun
Strategic Vision :
To be among the top 5 companies in India by 2005 Focus on low volume -high value speciality drugs

Mergers and Acquisitions :
Acquired controlling stake in Gujarat Lyka and became a vertically integrated firm Acquired MJ Pharma and TDPL, NATCO, Milmet Strategic alliances with KGCC (Korean Green Cross Corporation) for marketing blood products in India 11 speciality oriented divisions catering to different therapeutic segments

Marketing Mindset :
Ranked 5th in ORG Successfully innovative in nurturing multi-speciality segments
Just two mega brands among top 250 e.g Monotrate and Alzolam

It has six manufacturing facilities for manufacturing bulk drug
actives and formulations confirming to international

regulatory standards

Sun Pharma Advance Research Centre(SPARC) at Baroda is one of the best equipped R&D centres in India focusing on
1) Organic synthesis
2) NDDS
3) Dosage form development 4) Peptide synthesis
5) Biotechnology

Sun Pharma has leap frogged into bulk drug arena
It manufactures as many as 46 bulk drugs in addition to intermediates

Internationalizing the Business :
Exports are one of the major growth drivers of Sun
It has been marketing branded generic formulations in

number of developing countries 45 % of its revenue comes from international markets

Joint venture with CARACO pharmaceuticals , a generic firm to gain access in North American market

Operational Excellence :
Striving to improvise operational excellence through :
1) building core competencies
2) introducing performance management systems 3) managing costs strategically
4) improving productivity in all functional areas

5)Customer Relations 6) R & D Activity - SPARC

Winning Strategies of Winning Companies - : Ranbaxy

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