Upliftment of OTC Medicines Towards Innovative Marketing Strategies
G. Abarna1, R. Shanthi2

1G. Abarna, Ph.D Research Scholar, Department of Commerce, University of Madras, Chennai (Tamil Nadu), India.
2Dr. R. Shanthi, Associate Professor, Department of Commerce, University of Madras, Chennai (Tamil Nadu), India.
Manuscript received on 27 November 2019 | Revised Manuscript received on 19 December 2019 | Manuscript Published on 31 December 2019 | PP: 14-17 | Volume-8 Issue-4S3 December 2019 | Retrieval Number: D10341284S319/2019©BEIESP | DOI: 10.35940/ijrte.D1034.1284S319
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Now a day, self- medication is becoming most easiest way for consumer. In spite of visiting doctors by spending their time and money for their minor illness many consumer has chosen to consume over-the-counter medicines (OTC). In order to capture these consumers the pharmaceutical company is using various marketing strategies to promote their company OTC medicines. The marketing strategy is an essential tool to promote their OTC medicine in an effective way. The purpose of this paper stands to explain the different types of marketing tactic used by the pharmaceutical company to detain in the market. This article also elaborates about OTC medicines, marketing strategies, advertising, promotion and its impact.
Keywords: OTC Medicines, Marketing Strategies, Advertising, Promotion, Merits, Demerits and its Impact.
Scope of the Article: Marketing and Social Sciences