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Case
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Reference no. 521-0015-1
Subject category: Marketing
Authors: Nitin Gupta (Institute of Management Technology - Hyderabad)
Originally published in: 2021
Revision date: 11-Mar-2021
Length: 10 pages
Data source: Published sources

Abstract

After working tirelessly for months, Bharat Biotech International Limited, an Indian pharmaceutical company, successfully developed a COVID-19 vaccine - Covaxin. The firm had also received approval for the emergency use of this vaccine. This was a great accomplishment by the firm under the leadership of Dr Krishna Ella. However, despite this successful endeavour, instead of getting due recognition, the vaccine was looked at with suspicion by many. The predominant reason for the same was that the approval had been given to the vaccine without the completion of the phase III trial. This had led to a positioning crisis for this vaccine. Many people were not confident about the efficacy of this vaccine. Bharat Biotech had to accomplish the formidable task of building a credible positioning strategy for Covaxin.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020-2021.

Geographical setting

Region:
Asia
Country:
India
Location:
Hyderabad

Featured company

Bharat Biotech International Limited
Employees:
501-1000
Turnover:
INR 7.75 billion
Type:
Privately held
Industry:
Pharma and biotech

Featured protagonist

  • Dr Krishna Ella (male), Chief Managing Director

About

Abstract

After working tirelessly for months, Bharat Biotech International Limited, an Indian pharmaceutical company, successfully developed a COVID-19 vaccine - Covaxin. The firm had also received approval for the emergency use of this vaccine. This was a great accomplishment by the firm under the leadership of Dr Krishna Ella. However, despite this successful endeavour, instead of getting due recognition, the vaccine was looked at with suspicion by many. The predominant reason for the same was that the approval had been given to the vaccine without the completion of the phase III trial. This had led to a positioning crisis for this vaccine. Many people were not confident about the efficacy of this vaccine. Bharat Biotech had to accomplish the formidable task of building a credible positioning strategy for Covaxin.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020-2021.

Geographical setting

Region:
Asia
Country:
India
Location:
Hyderabad

Featured company

Bharat Biotech International Limited
Employees:
501-1000
Turnover:
INR 7.75 billion
Type:
Privately held
Industry:
Pharma and biotech

Featured protagonist

  • Dr Krishna Ella (male), Chief Managing Director

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