Viagra in India: Competing against Multiple Cost-Based Competitors and Counterfeits | Marketing Management Case Studies

Details

Case Code : CLMM035
Publication date : 2008
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

Multiple cost-based competitors, marketing, pharmaceutical, premium price, Viagra, India, Pfizer, counterfeit, ED market, Manforce, Penegra, Caverta, Ranbaxy, Mankind, Zydus

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

Two years after Pfizer launched its blockbuster drug Viagra in India at a premium price, the world's largest pharmaceutical company was under pressure to grow the brand in India in the face of multiple cost-based competitors and counterfeits.

Issues:

  » Pricing decisions
  » Consumer Behavior
  » Niche marketing

Introduction

Two years after Pfizer Inc. (Pfizer) launched its blockbuster drug Viagra in India, the world’s largest pharmaceutical company voiced its concern over the availability of counterfeits of Viagra in the Indian market. Unlike in the developed markets in the West, in India, Pfizer also had to contend with tough competition from multiple cost-based competitors for its popular and widely used drug to treat erectile dysfunction (ED) in men.

Pfizer launched Viagra in India on December 26, 2005, almost seven years after the international launch of the drug in the US.

Questions for Discussion:

1. Critically analyze Pfizer's marketing strategy for Viagra in India.

2. What are the challenges faced by the company in marketing Viagra in India? How can these be overcome?