CUSTOMER RELATIONSHIP MANAGEMENT

Group Project

Sector- Pharmaceuticals
Brand- Lupin Pharmaceuticals

Submitted By- Group-7 Competitors- Pfizer and GSK Pharma

Aditi Tyagi(PGMB1904)
Anjali Singh(PGFC1906) Submitted to-
Aranchika Kumari(PGMA1912)
Ashutosh Sharma(PGFB1915) Prof Joy Patra
Shobhit Katrauliya(PGFB1948)
Tanisha Agarwal(PGFB1956) 1
Varun Singh(PGMB1952) 1/3/21
 About Lupin
• Lupin is a renowned Indian origin pharmaceutical company. It was founded in the year 1968
by Desh Bandhu Gupta.
• It is a multinational company and is based in Mumbai, India.
• The company is among the topmost pharmaceutical companies of the world. The reason
behind this being the global tie-ups of the company with other small/medium firms
worldwide.
• The area of focus of the company are cardiovascular, asthma, anti- tuberculosis, pediatrics,
diabetology
• It’s total sales stood at Rs.15,142.8 crore.

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SOURCE OF VALUE- TANISHA AGARWAL
(PGMB1956)

LUPIN offers various categories of pharmaceutical

products in India various other countries like USA
and brazil etc. they offer product like that in generic
category for more than 1 decade now that is
approved form ANDA

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 SOURCES OF VALUE

PRODUCT INNOVATION: They are committed towards developing a

product portfolio for their company that it diversified in nature and justifies
their market position in terms of both customer acquisition and relationship
maintenance through their offerings.
They Follow product innovation through the following:
• Technological advancements
• Develop less risk products
• Continuous R&D
PRODUCT BUNDLING: LUPIN generally follows product bundling
strategy very well when it comes to the paraben free laxative powders which
is offered across different e-commerce sites
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PRODUCT BRANDING: They follow product branding strategy by strengthening their branded product
portfolio by creating strong strategic alliance with the competitor companies along with whom they launched a
branded additional product

• In comparison to their competitors Pfizer and GSK Pharma their product branding strategy is not that
intensive due to COVID19 Pfizer who launched their COVID19 vaccine which benefited them a lot to
increase their brand image while LUPIN promotes more of a health awareness related content.

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VALUE FROM SERVICES: services offered by LUPIN is not only beneficial for having a long term relationship with customers only
but also it is their organization culture to have the best quality services for both national and international customers. Their services are
based on three factors Cost, quality and delivery.

• Follows standard quality system and quality policy

• LUPIN provides a service guarantee of delivering a quality and updated product as per the consumer

VALUE FROM PEOPLE AND PROCESSES: The company have active L&D team that helps in building a capability of each person
associated with the company so they can a growth boost.

• LUPIN starts from a formal orientation program based on location and designation this program is named as Udbhav (rise and shine)
then and induction program with informal setting called Buddy is followed.

• GSK provides tailored learning to their people based on their needs so that more employees can assess their strength and weakness and
then decide their personal development plan.

• Pfizer for the benefit of their people follows one on one mentoring and development more than the classroom learning and development
systems.
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VALUE FROM COMMUNICATION: Brand communication is a series of activities which involves social
media handling, advertisement. In today’s era, digital communication and social media presence plays an
important role in communication.

PRESENCE OF LUPIN AND ITS COMPETITORS:

Company Name No. of followers Post Content

Lupin 848 Health Awareness
GSK Pharma 62.3K Products and
awareness
Pfizer 69.4K Products and
awareness

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 Acquisitions by Lupin
(Aranchika Kumari-PGMA1912)

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Lupin’s Acquisition of GAVIS
• Lupin had announced the acquisition on July 23rd 2015.
• The acquisition enhances Lupin’s scale in the US generic market

 The generic company of LUPIN expanded by around 12 % . LUPIN continue to

expand the US generics sector by adding GAVIS to its portfolio.
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 About GAVIS
• New Jersey based GAVIS is a privately held company
• Specialized in formulation development, manufacturing, packaging, sales, marketing, and
distribution of pharmaceuticals products
• GAVIS has 62 ANDA filings pending approval with the US FDA and a pipeline of over
65+ products under development.
• The acquisition creates the 5th largest pipeline of ANDA filings with the US FDA,
addressing a USD 63.8 billion market.

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Key facts about the deal
• Company’s goal to expand and deepen their US presence
• highly skilled US based R&D organization of GAVIS complement Lupin’s Coral
Springs, Florida, inhalation R&D centre. 
• Funding for the deal will be fully committed from J.P. Morgan Chase Bank.
• Immediately accretive to first full year of earnings

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 Pfizer-Hospira Acquisition

• Global Pharmaceutical giant Pfizer Inc. is set to acquire Hospira Inc.

• Pfizer Inc. and Hospira Inc. announced on 5th February, 2015
• The proposed acquisition is seen as an excellent strategic fit for Pfizer’s Global
Established Pharmaceutical (GEP) business
• Pfizer’s acquisition of Hospira aligns with Pfizer’s strategic priorities and is expected to
significantly enhance key growth areas of its GEP business
• Addition of biosimilars to portfolio

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 GSK – Tesaro Acquisition
• TESARO is an oncology-focused biopharmaceutical company
• GSK is a science-led global healthcare company with a special purpose: to help people
do more, feel better, live longer
• Acquisition will reinforce the pharmaceutical sector by enhancing the growth of
 oncology pipeline
 commercial presence
 access to new analytical capabilities

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 Customer Service(Varun Singh-PGMB1952)

To be an innovation led, transactional pharmaceutical company and

company follows certain core values –
• Integrity
• Passion of excellence
• Teamwork
• Entrepreneurial spirit
• Respect and Care
• Customer focus

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• ANYA, India's first Chabot for patients

• a disease-management partner who aims to facilitate users

in partnering with doctors

• ANYA is currently hosted on Facebook Messenger and

will connect with patients in three ways

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 Recommendation

• Lupin needs to work on social media presence, it

creates transparency and provide timely information
to customers

• Company can join hands with different universities

to keep update with technology, like Gsk joined
Birmingham City University to bring AI experience
for their customers.

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Complaint management system(Aditi Tyagi-PGMB1904)
•A good complaint handling system gives the company to improve its operations as well as the quality of
its product.
•Lupin has a complaint board online where the customer can file a complaint via filing out a form.

1. Receiving the complaint

When a complaint is received from the customer regarding the purity, labelling defects, etc than such
complaints are sent to the quality assurance manager for investigation.

2. Technical investigation
After detailed investigation, the quality assurance manager shares the finding with plant in charge.
 
3. Taking corrective action/ feedback
After that the corrective action must be taken or in case no default the findings shall be communicated
with the complainant.
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 Customer journey mapping
• Brand awareness
The sales representatives of the company go to the doctors, who are the customer, in order to promote the medicine.
The company has also in order to position itself globally have performed acquisitions of small firms in other countries.
Conduct live webinars and sessions to create awareness.
• Engagement
As for lupin their main critical touchpoint is the pharmaceutical salesforce. They make use of their networking
capabilities in order to engage with their customers.
• Entice
In case of Lupin they offer certain gifts and benefits and through their excellent service to their customer they are able
to entice them into recommending their medicine to the end user which is the patient.
• Convert
In Lupin Direct sales play a very crucial role in sales. The salesperson persuade the doctor to buy their product. Lupin
being an Indian brand has a strong hold over the Indian market. So, the customers are naturally attracted to the big
Indian brand name “Lupin”. And they also offer extra value added services and excellent service to their customer which
also gives an edge.

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• Excite

Lupin being an Indian brand has a strong hold over the Indian market. So, the customers are naturally attracted to
the big Indian brand name “Lupin”. And they also offer extra value added services and excellent service to their
customer which also gives an edge.

• Ascend

Since pharma companies focuses on B2B marketing and sales. The customer’s need is analyzed and fulfilled first
and then the other products are introduced to them according to their area of specialization like respiratory or
others.

• Advocate

Lupin wins the loyalty of the customers by different activities like offering extra benefits, best services, quality
product with reasonable price and of course the big Indian brand name.

• Promoter

In case of Lupin the NPS ( Net promoter score) is 100% according to a survey which means that the number of
loyal customer who would prefer the brand to others is high.
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 Customer experience management(Tanisha Agarwal-PGFB1956/Aditi
Tyagi-PGMB1904)

• Customer focus is one of the core values of the company-

• The company is dedicated to understand and meet the customer needs in a professional manner.
• Lupin being one of the pharmaceutical giants that are prevalent in our country promises at providing
quality healthcare ( that is generic medicines and branded formulations )at an affordable price.
• They rely on Total quality Management which includes effective:
• Cost
• Quality
• And delivery
• Consistency in meeting the customer expectations and meeting regulatory quality and compliance
norms are the two main differentiators for the brand.

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• On it’s website the organization make use of cookies to ensure the best experience of the
customer.
• The most recent digital transformations of FY20 which Lupin have disrupted in order to
provide better experience to it’s customers online are:
• Anya – Lupin’s healthcare chatbot to answer queries on respiratory ailments, hypertension
and diabetes.
• Engagement with healthcare professionals through live online webinars.
• Partnered with startups to reach patients and create awareness.
• In the COVID-19 19 scenario the company is focused on interacting with the clients through
virtual meetings. A digitalized platform through which they can connect with the doctors.
• Lupin team reaches more than one lakh doctors through live webinars, e-mailers, webinars to
update them with latest medical advancements.

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This is a metric which is being adopted
by many organisations and provides the
measurement round the world for CEM
(Customer experience management).

The metric is based on the simple

question asked from the customers of
the company that “On a scale of 0-10,
how likely are you to recommend the
product to a friend”. Basically this test TARISHI GARG
(PGFA1958)
the advocacy of the brand by its
customers.

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 LUPIN
METHOD OF CALCULATING NPS:
• Relational NPS: It helps to assess the relationship with their customers. In this they
identify the segment to survey and the timing to conduct the survey.
• Transactional NPS: is conducted and computed to know the opinion of the customer on
a particular transaction. Basically it measures the customer satisfaction based on the
recent transaction and interaction with the company’s product.
RANKING OF COMPANY WITH RESPECT TO ITS COMPETITORS:
• Lupin: 2nd Rank
• Pfizer: 3rd Rank
• GSK Pharma: 1st Rank

The differentiating factor of Lupin from its competitors is that they touch upon every aspect
of the NPS

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CUSTOMER SATISFACTION SCORE (CSAT)

• This is the measurement which directly

measures the level of customer satisfaction

• In an survey conducted online, it was

reported that the customer satisfaction score
of Lupin is 60%. This indicates that company
needs to improvise and take immediate
actions to bridge the gaps so that customers
are happy and satisfied.

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 RECOMMENDATIONS
• Increase social media presence: To increase the net promoter score,
the company should increase their online presence

• More focus on Detractors: company should focus more on the

detractors because if the detractors are converted first to promoters,
then conversion of passive would be relatively easy.

• Understanding customer perspective and taking full accountability

• Proper time management for query handling

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 Loyalty- Ashutosh Sharma(PGFB1915)

How Lupin creates customer loyalty?

• Employee experience(relationship between employees
and customers)
• CME Programs
• Arranging conferences/webinars/seminars
• Promotion and advertising
• Feedback mechanism
• Technology

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Comparison with Competitors
Factors Affecting Loyalty

Factors Lupin Pharmaceuticals Pfizer GSK Pharmaceuticals

Sales Reps are trained to attract Sales Reps are trained to attract Sales Reps are trained to attract
Employee experience the customers(doctors) through the customers(doctors) through the customers(doctors) through
regular meets, visits regular meets, visits regular meets, visits

Engagement CME, Conferences, lectures Conferences, Summits Conferences, Summits

Doctors are given opportunities Doctors are given opportunities

collaborated with Lilly, needs to
Word of Mouth to spread positive word of to spread positive word of
widen their social media presence
mouth through social media mouth through social media

Medibot-to cater the needs of Veeva Commercial Cloud

Anya- health chatbot, Adhero-
Technology patients and doctors regarding applications to transform
bluetooth device
the info of Pfizer's products customer engagement
Strategic alliance with UPS Supply collaborated with Zipline-
collaborated with DHL for
Operational Excellence chain solutions for an eff ective Drone provider to delivey drugs
delivery of drugs in 70 countries
distribution system in US in remote areas in Ghana

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 Recommendations-

My recommendations are based on a study conducted by a market

“

research firm GfK where they had identified the causes of disloyalty
among the customers in pharmaceutical industry, which are quite
relevant and Lupin Pharmaceuticals should also focus on controlling
these causes ”

• Brands not focusing on patient’s interest.

• They don’t understand doctors and physicians practices and their
needs.
• Identification of right channels and resources that convince the
customers that the company and delivers as promised.

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LUPIN’S SERVICE RECOVERY- (Anjali Singh-PGFC1906)
• PRODUCTS GENERICS: The company has Generics for contact us wherein patients/physicians/pharmacists
contact each other about prescription for products and medical information regarding their particular medical reports
• REWARDS: The company also caters its customers with rewards when there is a service failure, wherein it
provides with the doctors with a base of customers by reference program and other programs which prove to be
beneficial for its customers
• GOING BEYOND CALL DUTY: The company does service recovery following the steps which are required in
order to identify the problem and solve it like Lupin makes sure that if its customer need a particular medicine in
midnight the company makes sure that it goes beyond the call of duty in order to satisfy its customer and gain their
value.
• SERVICE JUSTICE
• Patient Organisation: Procedural Justice
• Culture: Interactional Justice
• Complaint Management: Distributive Justice

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 STRATEGIES FOR SERVICE RECOVERY

• Valuing their Customers : The company recently

during lockdown had the support of Indian Postal
Services who helped the company to facilitate the
delivery of essential medicines and PPE
consignments to reach to the doctors, clinics and
customers who where in need of it. This was how
the company valued its customers during lockdown
• Encouraging Customers to speak : #GiftOfHealth
• Making complaining easy and lucid for
customers : The company has made complaining
easy for its customers by providing all means of
contact in their official site and not only through
call but also through mail and fax.
• Leveraging Digital Technology to capture
Service Gaps

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 COMPETITORS

• PFIZER
• Grievance Redressal
• Complaint making easier for its customers.
• Going Beyond call of duty

• GSK PHARMA
• World-wide Contact Information
• DM In Their Global Facebook And Twitter Channels.
• Speak Up
• Side Effect Portal

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