Marketing Strategies in the Competition Between Branded and Generic Antibiotics (B): Augmentin in 2002

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Compact case

Case

Reference no. 503-049-1

Subject category: Marketing

Authors: Pierre Chandon (INSEAD); Olivier Kovarski (EM Normandie Business School); Jacques Lendrevie (HEC Paris); Sarah Spargo (INSEAD); Marc Vanhuele (HEC Paris)

Published by: INSEAD

Originally published in: 2003

Version: 08.2014

Revision date: 6-Apr-2016

Length: 2 pages

Data source: Field research

Topics: Marketing; Branding; Pricing; Brand management; Pharmaceutical products; Prescription drugs; Generic drugs; Private labels

Notes: To maximise their effectiveness, colour items should be printed in colour.

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Abstract

This is part of a case series. The (B) case (Augmentin in 2002) shows that GSK (the company formed by the merger of Glaxo Wellcome and SmithKline Beecham) now faces the same options for Augmentin, another blockbuster antibiotic. Should they use the strategy that was so successful for Clamoxyl or have the market conditions changed so much that a whole different approach should be followed?

Location:

France

Industry:

Pharmaceutical

Size:

Over 100,000 employees

Other setting(s):

2002