Vol. 1, Issue 3, Part C (2015)

Abstract
Pharmaceutical industry is one of leading and fast growing industry in India having various brands as over the counter (OTC) and prescription products. It is a closely government regulated sector so the product promotion is having legal boundaries. Every organisation designs different strategies for the achieving maximum market share. The positioning is buzz word in today’s scenario, which creates a perception of product among customer and sales promotion is an attractive way for market middle man and target groups for completing the sales. So in competitive environment the focus on positioning and promotional strategies is become more important component of marketing mix. This article talks about the market environment for pharmaceutical product and different positioning and promotional strategies use by pharmaceutical organisations to build the brand value.