Glaxosmithkline's Marketing Strategy for Requip: A Case Study in Product
Lifecycle Management
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Product Lifecycle Management case study
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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: |
Price: |
Case Code |
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MKTG173 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Marketing/ New Product Development |
Case Length |
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23 Pages |
Period |
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2002-2007 |
Pub Date |
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2007 |
Teaching Note |
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Not Available |
Organization |
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GlaxoSmithKline, Plc. |
Industry |
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Pharmaceutical |
Countries
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USA, Europe |
Abstract:
This case is about the innovative marketing strategy adopted by GlaxoSmithKline
Plc. (GSK) for Requip, its drug for Parkinson's disease (PD). The case discusses
how GSK created a new market for Requip by targetting the drug at a previously
lesser known disorder, the 'restless legs syndrome' (RLS). GSK, the world's
second largest pharmaceutical company, made good use of public relations and its
marketing muscle to make promote awareness among doctors and patients about
'restless legs syndrome'. After gaining approval for marketing the drug as a
treatment for RLS, the brand experienced strong growth. In the process, the
company created a 'blue ocean' that it was expected to own for a long time.
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However, GSK's effort at marketing Requip for RLS had drawn criticism from various quarters. Critics felt that RLS was a
"concocted" disorder, and that GSK had resorted to disease mongering to promote the sales of the drug. They also contended that GSK's marketing of RLS had many conflicts of interests as it was allegedly using patient advocacy groups and key opinion leaders to further its marketing agenda.
Issues:
» Understand the issues and challenges faced by companies in managing the
product lifecycle of a drug
» Understand how GSK created a new market for its drug Requip
» Understand the ethical issues related to marketing of Requip
Contents:
Keywords:
GlaxoSmithKline, Requip, Adartrel, Restless legs syndrome,
Product lifecycle management, Disease mongering, Key opinion leaders,
Direct-to-consumer advertising (DTC advertising), Torre Lazur McCann, Sales
force, Blockbuster drug, Pharma marketing, Un-branded ad campaigns, Public
relations, Publicity
Restless Marketing?
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