Pfizer Inc.'s Lipitor: The Celebrity Endorsement Controversy
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(Case Code: MKTG191) 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 published sources, 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:
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Price: |
| Case Code |
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MKTG191 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
Product Management/ Sales Promotion/ Celebrity Endorsements |
| Case Length |
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23 pages |
| Period |
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2006-2008 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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Pfizer, Inc. |
| Industry |
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Pharmaceutical |
| Countries |
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USA |
Abstract:
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In 2006, Pfizer, Inc., the world's largest pharmaceutical company, was facing a big challenge in sustaining the sales of its cash cow Lipitor. Though the marketing of Lipitor had attracted criticism and many lawsuits, Pfizer's marketing muscle had ensured that Lipitor was the highest selling drug in history with sales of US$12.19 in 2005. However, the problem for Lipitor in 2006 was sustaining the high sales of the brand and fuel further growth as it faced intensified generic competition as two of its main competitor drugs went off patent. Among other initiatives, Pfizer banked heavily on its strategic move of getting Robert Jarvik
(a medical scientist who is better known as the inventor of the artificial heart)
as its brand ambassador.
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Issues:
» Understand the issues and challenges in sustaining the sales of a cash cow
» Understand the pros and cons of using celebrities to endorse a brand in general, and specifically with regard to prescription drug
» Understand the challenges in ethical marketing and promotional practices for pharmaceutical companies, and explore ways in which pharmaceutical companies could achieve a balance between commercial interests and ethical considerations
» Understand the reasons behind the controversy over the Lipitor ad campaign involving Jarvik and the reasons that prompted Pfizer to pull back the campaign
This case is meant for MBA/MS students as a part of the Product Management/ Marketing Management curriculum.
Contents:
Keywords:
Marketing, Advertising, DTC advertising, Ethical selling, Ethical marketing, Celebrity endorsement, Off-label promotion, Generic competition, Cash cow, Pharmaceutical, Robert Jarvik, Pfizer, Lipitor
Pfizer Inc.'s Lipitor: The Celebrity Endorsement Controversy
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