Product details

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Subject category: Marketing
Published by: INSEAD
Originally published in: 2003
Version: 08.2014
Revision date: 06-Apr-2016
Length: 21 pages
Data source: Field research

Abstract

The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system. The case aims to demonstrate: (1) the power of a good positioning strategy; (2) the importance of understanding the consumer in developing an effective positioning strategy; (3) the benefits and downsides of collaborating with competitors; and (4) ways in which a small emerging market firm, in a technology-led business, can compete globally with larger players in the industry.
Location:
Industry:
Size:
8,000 employees, USD600 million earnings in 2003
Other setting(s):
2001-2002

About

Abstract

The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system. The case aims to demonstrate: (1) the power of a good positioning strategy; (2) the importance of understanding the consumer in developing an effective positioning strategy; (3) the benefits and downsides of collaborating with competitors; and (4) ways in which a small emerging market firm, in a technology-led business, can compete globally with larger players in the industry.

Settings

Location:
Industry:
Size:
8,000 employees, USD600 million earnings in 2003
Other setting(s):
2001-2002

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