Naming a Pharmaceutical Brand: A Product Manager's Dilemma
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(Case Code: MKTG149) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from generalized experience of the
authors, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG149 |
For delivery in electronic format: Rs. 100;
For delivery through courier (within India): Rs. 100 + Shipping & Handling Charges extra
ThemesBrand Management, Marketing Mix, Positioning |
| Case Length |
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05 Pages |
| Period |
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Not Applicable |
| Organization |
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Not Applicable |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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India |
| Industry |
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Pharmaceutical |
Abstract:
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The case is about the dilemma faced by Ramesh Nayar (Ramesh), a product manager
of a medium sized pharmaceutical company in India. X-Neuro, a vitamin supplement
used in the treatment of certain neurological disorders as an adjunct to
standard therapy was a key brand in his portfolio. The drug was popular with its
target segment comprising of neurologists and physicians.
However, when the company launched a brand extension of the drug, called as X-Neuro
Plus, by adding two more vitamins to the existing composition, the new product
did not make any headway with its target segment, the gynecologists.
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The case describes the issues with regard to
the name of the brand extension of the drug, which led to the
product's failure in the market. The case also looks at the
various options before Ramesh and the likely pros and cons of
each course of action. This case is based on generalized
experience of the authors.
Issues:
» Understand the issues and constraints faced by marketers with regard to
deciding on a suitable brand name or any brand extension for a pharmaceutical
drug.
» Appreciate the importance of customer interaction and understanding the
behavior of the target customer segment.
» Understand the issues and constraints faced by a product manager in re-naming
or withdrawing a pharmaceutical product from the market.
Keywords:
Brand Management , Consumer Behavior, Physician Prescribing
Behavior, Brand Extension, India, Pharmaceutical Marketing, Segmenting and
Targeting , Positioning , Brand Recall, Marketing Research, Combination Drug
Trial, Sales Representative, Marketing Communication Strategy, Teaser Campaign,
Yield per man
Naming a Pharmaceutical Brand: A Product Manager's Dilemma
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