Marketing Viagra in India

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Case Details:

Case Code : MKTG130
Case Length : 26 Pages
Period : 1998-2006
Organization : - Pfizer Inc.
Pub Date : 2006
Teaching Note : Available
Countries : India, USA
Industry : Pharmaceutical and Healthcare

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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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Background Note

Pfizer's beginning was humble. The Charles Pfizer & Company was set up in Brooklyn, New York, in 1849 by cousins Charles Pfizer and Charles Erhart (Erhart), two young entrepreneurs from Germany. Santonin, a palatable anti-parasitic was the company's first product. In 1862, during the American Civil War,6 Pfizer increased production of its chemicals and drugs, which doctors of the Union Army used to treat wounded and sick soldiers.

After Erhart's death in 1891, Charles Pfizer bought the company's shares from Erhart's son, William, to consolidate his ownership of the company. By 1899, Pfizer had become a leader in the American chemical business with a product portfolio comprising citric acid, camphor, cream of tartar, borax, and iodine. It had also begun to export to a number of countries. In 1900, Pfizer filed an official certificate of incorporation in the state of New Jersey, with an authorized capital of US$2 million. In 1906, Charles Pfizer died, leaving behind a company with sales that exceeded US$3 million.

In 1914, John Anderson was appointed as the company's first Chairman and he served in this capacity until 1929. In 1936, Pfizer became the world's leading producer of Vitamin C. By 1939, Pfizer had come to be recognized as a leader in fermentation technology. During World War II, Pfizer became popular across the world as it was the world's largest producer of the 'miracle drug', Penicillin.

In 1950, under the Chairmanship of John E. McKeen, Terramycin, a broad-spectrum antibiotic that was the result of the company's first drug discovery program, became the first pharmaceutical sold in the United States under the Pfizer label. In the same year, Pfizer began its expansion into the overseas markets through the establishment of its International Division. Between 1950 and 2000, many drugs were launched under the Pfizer label and marketed across the world. This period was marked by rapid global expansion and explosive growth...

Excerpts >>

6] The American Civil War (1861-1865) was a civil war between the United States of America, called the Union, and the Confederate States of America, formed by eleven Southern states that had declared their secession from the Union. The war resulted in approximately 560,000 deaths. The Union won a decisive victory.


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