Abstract:
The small state of Goa, one of the major tourist destinations in India, is also a major pharmaceutical producer in the country with an annual production of over Rs. 2000 crore. Goa caters to nearly 12 per cent of the country's total pharma produce i.e. one-tenth of the total pharmaceuticals manufactured in the country. As per official figures, Goa has 295 registered pharmaceutical producers together with 403 units in operation, including loanlicensed units. The objective of this paper is to study the product profile of the pharmaceutical companies registered in Goa. The paper aims to analyze the market for the chosen therapeutic categories and the marketing plan of each company. The study will determine how in a highly competitive situation, the companies plan and manage the products to retain or expand their market share.
