Viagra in India: Competing against Multiple Cost-Based Competitors and Counterfeits
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Details
Case Code:
CLMM035
Case Length:
2
Period:
Pub Date:
2008
Teaching Note:
NO
Price (Rs):
200
Organization:
Pfizer Inc.
Industry:
Pharmaceuticals & Biotech
Country:
India
Themes:
Brand Strategy ,Advertising & Promotion, Product Launch, Growth Strategy
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.
Learning Objectives
The case is structured to achieve the following Learning Objectives:
- Pricing decisions
- Consumer Behavior
- and Niche marketing.
Keywords
Multiple cost-based competitors, marketing, pharmaceutical, premium price, Viagra, India, Pfizer, counterfeit, ED market, Manforce, Penegra, Caverta, Ranbaxy, Mankind, Zydus