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Case
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Reference no. MAR0422
Subject category: Marketing
Authors: Anand Kumar Jaiswal (Indian Institute of Management Ahmedabad (IIMA)); Harit Palan (Indian Institute of Management Ahmedabad (IIMA)); Jagdip Singh (Case Western Reserve University); Garima Sharma (Case Western Reserve University)
Published by: IIMA Case Centre, Indian Institute of Management Ahmedabad
Originally published in: 2011
Version: February 12, 2015
Revision date: 24-Aug-2017
Length: 30 pages
Data source: Published sources
Topics: Sanofi-Aventis; Pharmaceutical industry; Bottom of the pyramid; Health care; Emerging markets; Sustainable business models; Social businesses; Product strategy
Share a link: https://casecent.re/p/140922
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Abstract

Prayas is a unique healthcare initiative, launched in India by Sanofi-Aventis, a French multinational pharmaceutical company, with the objectives of updating the medical knowledge of doctors in semi-urban and rural areas, bridging the gap between diagnosis and treatment, and making available quality medicines at affordable prices. This case discusses the evolution of the Prayas model from its inception to its current state, and the company's business strategies around it. Cognizant of the success of Prayas, many competitors of Sanofi-Aventis are actively developing and implementing similar models. The company's top management team has to respond to the competitive threat.
Location:
India
Industry:
Health care services
Other setting(s):
April 2011
Teaching note
-
Reference no. MAR0422TN
Subject category: Marketing
Authors: Anand Kumar Jaiswal (Indian Institute of Management Ahmedabad (IIMA)); Harit Palan (Indian Institute of Management Ahmedabad (IIMA)); Jagdip Singh (Case Western Reserve University); Garima Sharma (Case Western Reserve University)
Published by: IIMA Case Centre, Indian Institute of Management Ahmedabad
Originally published in: 2011
Version: February 12, 2015
Revision date: 24-Aug-2017
Length: 11 pages
Data source: Published sources
View full details

About

Abstract

Prayas is a unique healthcare initiative, launched in India by Sanofi-Aventis, a French multinational pharmaceutical company, with the objectives of updating the medical knowledge of doctors in semi-urban and rural areas, bridging the gap between diagnosis and treatment, and making available quality medicines at affordable prices. This case discusses the evolution of the Prayas model from its inception to its current state, and the company's business strategies around it. Cognizant of the success of Prayas, many competitors of Sanofi-Aventis are actively developing and implementing similar models. The company's top management team has to respond to the competitive threat.

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Location:
India
Industry:
Health care services
Other setting(s):
April 2011

Related

Teaching note
-
Reference no. MAR0422TN
Subject category: Marketing
Authors: Anand Kumar Jaiswal (Indian Institute of Management Ahmedabad (IIMA)); Harit Palan (Indian Institute of Management Ahmedabad (IIMA)); Jagdip Singh (Case Western Reserve University); Garima Sharma (Case Western Reserve University)
Published by: IIMA Case Centre, Indian Institute of Management Ahmedabad
Originally published in: 2011
Version: February 12, 2015
Revision date: 24-Aug-2017
Length: 11 pages
Data source: Published sources
View full details