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Provel Case Study International Marketing Communications Case Study: Provel A. Situational Assesment: Eli Lilly Canada Inc. is a pharmaceutical company which established
Submitted by flonswin on December 4, 2007
Category: Business
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International Marketing Communications
Case Study: Provel
A. Situational Assesment:
Eli Lilly Canada Inc. is a pharmaceutical company which established a new divison called Provel, to provide pharmaceutical products and technical services exclusively to veterinarians. Before Provel was established, the over-the-counter market and the ethical market were both served by Elanco, another division of Eli Lilly Canada. The over-the-counter market consists of selling pharmaceutical products to farmers through retail outlets and farm supply dealers, while the ethical market consists of the approach to reach end-users through veterinarians. Even though Provel is new on the market it benefits from the long-time experience of Eli Lilly Inc. and Elanco which are both well-established organizations.
In the past years the ethical market gained in influence, estimated at $60 million and is expected to grow in the future. In Quebec the provincial law even dictates that all pharmaceutical products have to be prescribed by a vetrinarian. It is very possible that in the near future this law might be adopted by other provinces. To do justice to this development the new division was formed with the means to focus exclusively on products for large animals and the ethical market. The two largest markets in the vetrinary market is the veal production and the feedlot production, where the latter one is the bigger and more important one.
Provel's plan is to enter the canadian veterinary market with its new product, Micotil, the first single-injection therapy for the treatment of Bovine-Respiratory Disease (BRD)
The disease is highly- infective for young calves due to their weak immune system. Approximately 35 per cent of all calves entering a feedlot may be affected by BRD, and therefore require treatment. The disease results in high costs...
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