Viagra in India
Marketing Viagra in India
Abstract:
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.
Issues:
» 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.
"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 India
On 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
Abstract:
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.
Issues:
» 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.
"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 India
On 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