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A Brand Manager in the India Pharmaceutical Market is undeniably one of the key persons in a pharmaceutical organisation. She has many nomenclatures – ‘Product Manager’, ‘Therapy Manager’, ‘Product Sales Manager’ – but her fundamental responsibility remains the same, viz. building strong brands. She is accountable to the most important activity, building a strong, memorable and sustainable brand. She needs to enhance the value of her brand. In this process, her many activities will also include market research, marketing planning, forecasting, preparing promotional material, developing technical skills, calling on customers during field-work, and much more.
Being a brand manager in the IPM is a truly multi-faceted job which requires far more skills and knowledge than is sometimes acknowledged. She has a high pressure role. Stress levels are high, especially with looming deadlines. At times, as during the launch of a new product, it is a 24X7 job.
Who should read this book?
1. Newly appointed brand managers in the pharma industry
2. Veteran brand managers, marketing managers, general managers and vice-presidents who wish to revisit the basics of brand management
3. Students of business schools who are pursuing their MBA in pharmaceutical management
4. Field sales personnel who wish to further their career in the pharmaceutical industry, via the brand management route.
Wish you a happy reading
6 October 2011
Vivek Hattangadi has been associated with the Indian pharmaceutical industry for over three decades. He has worked at every level: medical representative, product manager, training manager and head of sales and marketing.
He has been a practicing brand manager since 1986. Having worked both in sales management and brand management, he is able to empathize with the field force when preparing brand strategies. While building some great brands, he has been able to influence the field force so that the strategies of the brand management team are executed at very high levels in the field. His strategies have been pragmatic and down to earth.
He realizes that today’s market is ruled by short-term or immediate financial gains, creating barricades for the long-term process of brand building. And brand building in the Indian pharmaceutical context is healthy prescription generation.
Apart from being closely associated with the industry, Vivek Hattangadi has also turned towards academics. He has played a vital role in designing the curriculum and the syllabus for the MBA course in Pharmaceutical Management of Vidyasagar University, West Bengal. He is also a visiting faculty in many business schools.
He presents the expectations of the pharma CEO and what he expects from the brand managers in a very simple language.