Marketing Viagra in India |
ICMR HOME | Case Studies Collection 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. |
||||
<< Previous
"We strongly believe that there is an unmet need of the doctors. Patients are actually seeking introduction of the original Viagra." 1 - Kewal Handa, Managing Director, Pfizer Ltd. (PL),2 in 2005. "I don't think doctors will prescribe Viagra. When we have economical options available, why prescribe the costly one?" 3 - Dr. B.K. Roy, Endocrinologist and Hormone Specialist, Sex and Hormone Center, New Delhi, in 2005. 'Vitamin V' For IndiaOn December 26, 2005, Pfizer Inc. (Pfizer), the largest pharmaceutical company in the world, rolled out its blockbuster drug Viagra (Sildenafil citrate) in India. Viagra, a popular and widely used drug to treat erectile dysfunction4 (ED) in men, is also known by various nicknames such as 'Vitamin V' and 'the little blue pill'.
Pfizer also surprised most industry analysts and doctors by pricing Viagra at Rs 594 for a 100 mg tablet and Rs 463 for a 50 mg tablet. And this when most of the local versions of the drug were available at Rs 20 or less (for a 50 mg tablet). Some industry experts felt that Pfizer's launch of Viagra in India had come too late as there were already many local versions of the drug available.
Pfizer was targeting India's huge patient pool, as it was a new market that the company could tap to improve Viagra's overall global sales. "India is expected to be a big market for us. It is estimated that about 70-90 million men suffer from erectile dysfunction and this market is only going to grow," said K.G. Ananthakrishnan (Ananthakrishnan), Senior Director of PL. Within two months of its launch in India, Viagra seemed well on its way to surpass its target for the year.
Marketing Viagra in India - Next Page >>
1] Mrinalini Datta and Paresh Jatakia, “Despite Viagra's Cost, India Beckons Pfizer,” www.iht.com, December 22, 2005.
|
Case Studies Links:-
Case Studies,
Short Case Studies,
Simplified Case Studies.
Other Case Studies:-
Multimedia Case Studies,
Cases in Other Languages.
Business Reports Link:-
Business Reports.
Books:-
Text Books,
Work Books,
Case Study Volumes.