ANALYSIS OF BRAND POSITIONING WITH SPECIAL REFERENCE TO CONSUMERS (PATIENTS) OF MICRO LABS PRIVATE LIMITED PRODUCTS

The Indian pharmaceutical Industry has progressively advanced pointedly. The Indian pharmacy is in a position to send out notable volume of pharmaceutical items to different destinations. The need for the study is that pharmaceutical branding deserves serious attention from scholars and practitioners. This paper attempts to determine the possible impact made by brand positioning in the minds of the consumers (patients).The study is both exploratory and descriptive in nature. The study concluded that brand medicine belonging to trustworthy company and promoted by trustworthy company attains high score, which is an indicator of preference for well-known company. It is evident from the study that attributes and dimensions of brand positioning have a significant impact on the prescribing decision of doctors and purchase decision of buyers. Hence, there is a huge opportunity for the company to focus on brand positioning and targeting the right customers and end consumers.