Marketing Viagra in India

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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:


Case Code : MKTG130 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Pharmaceutical and Healthcare
Case Length : 26 Pages
Period : 1998-2006
Pub Date : 2006
Teaching Note : Available
Organization : Pfizer Inc.
Industry : Pharmaceutical and Healthcare
Countries : India, USA


This case is about Pfizer's launch of its popular drug, Viagra, in India. Viagra was first launched in the US, in 1998, with an extensive public relations campaign. Pfizer's promotional efforts also included celebrity endorsements and Direct-to-Consumer (DTC) advertisements. Though Viagra was a huge success for Pfizer initially, after seven years since its launch, the worldwide sales of Viagra had become stagnant. Pfizer introduced Viagra in India with a view to improve the sales of the drug. The market dynamics in India were very different from that of the US.

Viagra had to face competition from other low-priced generic versions of the drug. Moreover, brand-specific DTC advertisements were not allowed in India. The case discusses Pfizer's marketing strategy when it launched Viagra in India.


Understand the critical success factors for a pharmaceutical company to make a successful entry in a new therapeutic segment.

Understand the issues and constraints faced by pharmaceutical company in launching a globally successful brand in a new market.

Understand the challenges faced by a company when launching its product in a price competitive environment.


  Page No.
'Vitamin V' For India 2
Background Note 3
Viagra - A Success Story In Marketing 5
The PR Campaign 6
Problems for Viagra 8
Market Dynamics for Ed in India 11
Marketing Viagra in India 13
Future Outlook 15
Exhibits 17


Pfizer Inc, Product Launch, Marketing Communications Strategy, Premium Pricing, Niche Marketing, Price Competition, Viagra, Sildenafil Citrate, Erectile Dysfunction, Indian Pharmaceutical Industry, Cialis, New Product Development, Celebrity Endorsement, Business Environment, Drug Discovery

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