Case Code : CLMM035
Publication date : 2008
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100
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Multiple cost-based competitors, marketing, pharmaceutical, premium price, Viagra, India, Pfizer, counterfeit, ED market, Manforce, Penegra, Caverta, Ranbaxy, Mankind, Zydus
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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.
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?
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