THE EDITORIAL Address, Advertising, the world which founded itself in the words of Ogilvy, stands tall and armored as the most powerful form of art reaching out to people from every strata of society. The healthcare industry which has also over the years evolved and used very form of media to reach their customers and consumers also remains our focus through this issue. With pleasure we bring to you the July issue of THE PUMBA Gazette focusing on the dynamic world of Advertising. In line with this, we bring to you an exclusive interview with Mr. Alvin Saldanha, Chief Creative Officer, Watermelon Healthcare Communications. In view of the advancement from the domestic markets to making their presence felt in the global markets, the students have undertaken a project which involved a detailed study conducted to discover the most eminent forms of media in order to advertise in the global markets. It also includes a section on changing trends in advertisements and the presence of Digital Media. We also bring to you one of the 12 part series on various noteworthy CSR initiatives. The article titled ‘Back to Society’ covers the initiative by Ranbaxy Laboratories in order to show their appreciation to the work done by the scientists and chemists. A section based on PUMBA and the happenings in and around the same has also been included. Your Feedback & Suggestions are welcome at thepumbagazette@gmail.com “Reading is not a duty, and has consequently no business to be made disagreeable” - Augustine Birrell Sincerely Yours, Chief Editior: Niveda Ramkumar MBA-BT (Sem III) (THE PUMBA GAZETTE Team) (The detailed project reports shall be provided on enquiry. Kindly send in your enquiries at thepumbagazette@gmail.com )

CONTENTS •Cover story……………………………………2 --Going Global •Articles/Analysis……………………………..3 --21st Century’s Greatest Art Form •Back to Society………………………………4 --A CSR Initiative by Ranbaxy •Candid Talk…………………………………...5 --An Interview with Mr. Alvin Saldanha, Chief Creative Officer, Watermelon Healthcare Communications •PUMBA News………………………………...6 --Induction of MBA-BT & Executive MBA

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Going Global…

The Indian Biotechnology market caters to number of niche segments, thus resulting in an increasing number of domestic players. These players are generally startup firms or companies with very less capital investments mainly focusing on local markets. One of the ways a company can expand its profile is by establishing its presence internationally. It is not feasible for domestic players to make their mark in the global market with no or less advertising budget. One very feasible solution to this issue is to set up virtual presence of the company online The concept of online marketing includes registering the company profile in online directories, subscribing to newsletters, scientific journals and magazines and in turn giving advertisements in them facilitating the promotion to the entire circulation. The various Trade fairs/ conferences that take place nationally as well as internationally are a good platform to promote domestic companies on a larger scale economically. The recruitment websites or portals can also be considered as one of the options to increase visibility. The startup firms and SMEs may not have the required budget to hire advertising firms for their promotional activities. These companies can spare a few man hours weekly registering to such web portals and establishing the companies’ presence on the web. This will help them get a global exposure as the presence on the Internet will allow an international audience to view the company profile and its differentiated products and/or services.

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72 460

100

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Online advertising channels

Newsletters

Magazines

Advertising

Journals

Directories

Expo

Recruitment

Out of the total sample surveyed, 14.6% were newsletters where the companies can present their advertisements or any publication which will help in their publicity free of cost.14.4 % of the sample were magazines related to biotechnology and its niche sectors.21.57% websites found are portals where the company can promote themselves in a very effective way reaching to the desired target customer. 12% were exclusive scientific journals where the company’s technical expertise can be highlighted by published articles of the scientists who have opined on the products and services. 6% of the total sample sizes were expos and 4 % recruitment sites also can contribute to the company’s recruitment strategy. Directories play a very important role contributing to almost 26% of the total sample size as these are portals where a company can display its entire profile as well the product and service portfolio. Thus the online marketing strategy was found to be a highly convenient and economical way of promoting the company with small advertisement budgets and high aspirations. Compiled by: Ankita Barve, Nidhi Nirmal, Rohit Shinde, Vishakha Shinde (MBA-BT, Sem III)

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21st Century’s Greatest Art Form

Advertising has always been ever-evolving and ever-changing, from the use of print media to television and radio, it’s always been all-embracing to use the various forms of media present. The 21st century ushered in the digital revolution and advertising through the digital media has soon become the new buzz word in the field. Digital media is a huge canvas and it does not ask for bigger brushes but calls for bigger thinking, a fresh approach and a new perspective.

Leadership in this field can be achieved like every other form of advertising from understanding what the customers need. With the usage of internet growing to about 81 million people as of December 2008 and being the 3rd largest telecommunications market, advertisers can no longer ignore the potential of the digital media.

It’s being used by them to reach to the fast moving, 25 plus, affluent families in the various cities of India. The digital media advertising includes the use of social networking sites like Facebook and Twitter, Search engine optimization, use of video banners, WAP sites, homepage take-overs, sync banners, blogs and video sharing websites.

One successful media campaign, for example, of an FMCG company used the digital media to drive sales with the campaign “India Votes: To shave or Not, they managed an all time sales record with a sales increase of 35%. Healthcare advertisers have also been quick to adapt to the digital media, certainly to avail the various benefits it has to offer. Many healthcare companies are reaching their consumers through their websites, so that they can provide quick service and provide them with up-to-date knowledge. They are forming discussion forums, advertising on health websites thus reaching the niche market they want to appeal to. A healthcare company is soon launching a social network campaign to bring in volunteers to support 10 major social initiatives with an investment of almost Rs 50 crore. The digital media is slowly eating into the share of the advertising budgets of most companies compared to the other forms. Though it’s not really about Print vs. TV vs. radio vs. online vs. mobile, they are complimentary to one another, it’s about how to carry on the communication seamlessly across the media and connect with the consumers to help drive consumption. Obviously, the usage of digital media is going to increase overtime as more and more people take up to the internet, it’s in the hand of the advertisers to innovate and strategize to form a whole new platform to reach the consumers and their ever changing needs. Compiled by – Mukund Birje (MBA-BT, Sem III)

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Back to Society

A CSR Initiative by Ranbaxy - Ranbaxy Science Foundation Ranbaxy Laboratories Limited, headquartered in India is credited for producing a wide range of affordable generic medicines and trusted by healthcare professionals and patients across geographies. The Company is serving its customers in over 125 countries and has an expanding international portfolio of affiliates, joint ventures and alliances, ground operations in 49 countries and manufacturing operations in 9 countries. Despite all this the company still realizes it has its own share to contribute towards the well being of the public upon which their business is based. Thus Ranbaxy Science Foundation (RSF) was constituted by Ranbaxy Laboratories Limited in order to add a social dimension to the organization. Late Prof. V. Ramalingaswami, was the founder Chairman of the Foundation. It was incorporated as Ranbaxy Research Foundation in 1985 and was later reconstituted as a separate society and registered under the Societies Act in May 1994 with an implicit mission of giving impetus to research activity and help in reviving India’s great scientific tradition. Looking at Indian industry, there are two clear strands emerging: one is our huge talent pool in terms of scientists and chemists; second is our mathematical skill. This Foundation instituted Ranbaxy Research Awards to recognize original outstanding contributions in the fields of Medical and Pharmaceutical Sciences. Every year it invites nominations for 4 awards – 3 Awards for Rs.1,00,000/- each in the fields of Medical Sciences in Basic. Applied and Clinical and 1 Awards of Rs.1,00,000/- in the field of Pharmaceutical Sciences. So far 104 scientists have been honored by the Foundation. The organization is dedicated to promote scientific endeavors in the country by encouraging and rewarding and channeling national and international knowledge and expertise on subjects connected with treatment of diseases afflicting mankind. To achieve these objectives, the Foundation conducts Round Table Conferences on topics concerning public health and symposia on topics at the cutting edge of research in medical sciences to explore the latest in the selected area of specialty and its potential application for the benefit of mankind. Being committed to recognizing and furthering excellence, the Foundation has also initiated “Research Scholarship Awards for the Young Scientists” with an aim to stimulate their interest in research.

Nominations are invited from Heads of Research Institutions, Universities, Medical and Pharmaceutical colleges, for the Ranbaxy Research Awards of Rs. 50,000/- each for excellence in original research work in Medical and Pharmaceutical Sciences Medical Sciences: One award each for Basic Research and Clinical Research. Pharmaceutical Sciences: One award Sponsored work of Indian Scientists, both in India and abroad, together with their bio-data, research achievements, awards received in the past and papers published may be forwarded to the Ranbaxy Science Foundation A few eminent people who were rewarded for their immense contribution to the world of healthcare and medicine are Dr. Sankar Ghosh, Professor, Section of Immunology and Department of Molecular Biophysics and Biochemistry, Yale University School of Medicine, USA, who received the award for his several ground-breaking discoveries in the broad field of cell signaling in immunology. Dr. Nirbhay Kumar, Professor, Molecular Microbiology & Immunology, Bloomberg School of Public Health, Johns Hopkins University, USA, and Dr. B.C. Das, Director of Institute of Cytology and Preventive Oncology (ICPO), India. Dr. B.C. Das was selected for the award for his original contributions in the early detection and control of cervical cancer which is a major cancer among Indian women and a public health problem. All the contributions other than these are equally important and noteworthy. The company thus contributes a lot to the research in the nation by motivating these people and steering their researches. This entire concept serves a dual purpose of providing the leading pharmaceutical in the nation with good research leads and identifying the true potential of hidden scientists thus bringing out the stars among the researchers. This creates a win-win situation for both the company and the researcher. However the benefits are not restricted to the company and the researcher it is a boon as well to the entire science community and the ultimate beneficiary is the consumer to whom the entire industry caters. Hence this effort is a worthwhile and very well reflects the ideals of the company wherein it focuses on the public interest with significant contribution to the society through its own members. Compiled by: Ashish Mishra, Queeny Bubana (MBA-BT, Sem III),

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“We are on the rising curve...”

Mr. Alvin Saldanha is working as the Chief Creative Officer with Watermelon Healthcare Communications, Mumbai. The PUMBA Gazette Interview Team caught up with him for an exclusive interview. Q How has the healthcare advertising sector

grown pertaining to India post liberalisation?

Indian healthcare advertising has seen a really pronounced growth in the last 10 years. Look at it from the point of view of the healthcare advertising agencies: they are now a significant chunk of Rs. 20,000 crore advertising sector and almost every major agency has a healthcare arm. Q What are the major areas that healthcare

advertising currently encompasses?

If you are talking about healthcare, then wellness, preventative brands and sheer lifestyle products are the major areas. If you want to include pharma, then factor in pharmaceuticals, biotechnology products, hospitals, other healthcare delivery organisations, medical devices. Indeed, any product in this space that is competing to be purchased falls under this purview. Q Are there any differences with respect to

advertising for healthcare products in domestic and global markets?

The differences that are true vis-à-vis consumer’s sensibilities, preferences and choices in domestic and global markets are utterly true here too. Take vaccines for examples; they are far more adopted in the West than they are here. India also has more restrictive laws for DTC advertising, so that has its effect. India is still a under-branded and under-marketed place, and what is true for any brand is true for a healthcare brand. Q Being highly niche, how well is healthcare

advertising accepted?

We have our very own credibility and plausibility now, and we are no longer the step-sister of the major advertising agency.

Q How is a balance maintained between scientific

information and aesthetics in case of ‘me-too’ products?

‘Me too’ products depend entirely on what you are referring to as aesthetics. Scientific information, to use your phrase, has very little weight in this space. To clarify, the brand attributes, not the product attributes are the deciding factor in a multi-seller market space. Q What are the new forms of media being

explored?

The web, in its 3.0 form, is the biggest developing platform. Q How influential is Digital media in advertising

healthcare products?

There are billions of sites on the web, for example, that cater to medical, pharma and wellness spaces and they have gigantic databases and repeat visitors. It doesn’t take a genius to do the math. Q How has recession affected the field of

advertising?

Advertising per se has taken a body blow, but many different media have reported stratospheric growth. Radio has benefited from the reduced media costs, as has many kinds of online advertising, for the very same reason. Pharma and healthcare agencies have not been so badly hit, because the ‘demand’ for their brands is constant, and if I may be a little ghoulish, a lot of pharma product sales go into overdrive when people are facing bleak days. Q What is the future trend anticipated in this

sector?

Growth, pure and simple. We are on the rising curve of a whole new trend in holistic, empowered living and the pharma and healthcare brands will benefit enormously from it. These brands are not necessary on the shelves in bottles and tubes, they are the entire gamut of wellness, and that is particularly where the growth will be manifest. Compiled by: The PUMBA Gazette Interview Team

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PUMBA News

INDUCTION: BATCH OF MBA BIOTECHNOLOGY 2009-11 Induction which is one of the most cherished traditions in PUMBA, modelled on the framework of corporate inductions, focuses on getting the students familiarised with the internal and visiting faculty, the premises, the culture and the norms of the course. With a format which includes the Head of the Department Dr.B.V.Sangvikar who welcomed the students and the Dean of Faculty Dr Capt C.M.Chitale who addressed the students pertaining to the norms and requisites of the coming 2 years and their further stint with the Corporate.

Esteemed speakers from the Biotechnology industry briefed the fresh students of the requisites of the various sectors and where they can suppose to see themselves at the end of the 2 years. The chief guest Dr. Ravetkar Senior Director, Serum Institute of India, a very widely acclaimed scientist briefed the students about the current scenario of the biotechnology industry and the opportunities in the vaccine industry.

The first speaker Dr Suruchi Mandrekar, Senior Research fellow, Chest Research Foundation India, detailed the outline of Clinical research in India and the Future prospects in the industry. Dr Salvi, Director, Chest Research Foundation took the opportunity to motivate the students.

Mr Girish Atre, Managing director, Surujan Foods, an esteemed alumnus of PUMBA, gave the students valuable insights on the FMCG sector. Mr Atul Aslekar, Chief Technology Officer, Vlifesciences laid the framework for the Drug discovery and delivery systems operational in the Pharmaceutical industry and the prospects for growth in it. Ms Deepa Joglekar, Manager, HR and Administration,Vlifesciences spoke to the students about the future openings in Human Resources for freshers in the field of Biotechnology. A two day long induction was conducted with a perspective of encouraging the students to give in their best from the very beginning of their foray into the corporate world.

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INDUCTION: EXECUTIVE MBA BATCH OF 2009-11 The second privileged batch of Executive MBA was inducted on the 17th July, 2009. The course is structured to give the additive theoretical backdrop for all those whose zest to learn is not over yet and to enable them to strengthen their profiles and performance in the corporate. With a warm welcome for the Head of the Department and the Dean of Faculty of Management, they were encouraged to make the most of their stint at Management education by Mr Baharte, Managing Director, SEED Infotech ltd, the chief guest on the occasion.

GUEST LECTURES: MR SAMEER KOLHE, GENERAL MANAGER, INTERNATIONAL MARKETING, INDOCO REMEDIES Yet another esteemed alumnus of PUMBA came back to his roots to tell the future batch of PUMBA of his experiences of the corporate world and what gives them the edge over the others. He also touched upon the necessities to perform in the corporate, utilize your knowledge as your differentiation and stand out as they traverse through their years of work.