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about=\u0022\/case\/novartis\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase product-type-badges\u0022\u003ECase Study\u003C\/span\u003E\n                                                              \u003Cimg class=\u0022popular-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/popular@3x.png\u0022 alt=\u0022popular\u0022 title=\u0022Popular case\u0022\u003E\n                        \n                          \u003Cimg class=\u0022extra-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/extra@3x.png\u0022 alt=\u0022extra\u0022 title=\u0022Case with extra material\u0022\u003E\n            \n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n\n          \u003Cdiv class=\u0022col-lg-6 col-md-6 individual-banner-section\u0022\u003E\n            \u003Ch1 class=\u0022green-august-text individual-page-title\u0022\u003E \u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003ENovartis: Building a Sustainable Business at the Bottom of the Pyramid\u003C\/span\u003E\n\u003C\/h1\u003E\n            \u003Cdiv class=\u0022row casestudy-fields-block\u0022\u003E\n\n              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                \u003Cspan class=\u0022green-june-text\u0022\u003EBy \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/amitava-chattopadhyay\u0022 hreflang=\u0022en\u0022\u003EAmitava Chattopadhyay\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/reinhard-angelmar\u0022 hreflang=\u0022en\u0022\u003EReinhard Angelmar\u003C\/a\u003E\u003C\/span\u003E\n\n\n\n                  \u003C\/span\u003E\n                \u003C\/span\u003E\n              \u003C\/div\u003E\n\n                              \u003Cdiv 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class=\u0022container-fluid case-page-content full-width-wrapper\u0022\u003E\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-8 col-md-8 insead-light-grey-other pb-4 full-width-inner-wrapper\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022individual-main-block\u0022\u003E\n          \u003Cdiv class=\u0022page-content-tab\u0022\u003E\n                          \n              \u003Cul class=\u0022nav nav-tabs gradient-border-left-right\u0022 id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca data-bs-target=\u0022#home\u0022 data-bs-toggle=\u0022tab\u0022 href=\u0022#home\u0022 class=\u0022nav-link active\u0022\u003EHome\u003C\/a\u003E\u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/42156\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EInspired by C.K. Prahalad\u2019s \u201cThe Fortune at the Bottom of the Pyramid\u201d, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis\u0027s traditional philanthropic and corporate social responsibility approaches. To succeed, it had to answer a series of strategic questions: Which BOP patients should be targeted to best achieve the social and financial goals of the programme? Which diseases should it cover, and with what types of products (patent-protected, generics, OTC)? Which stages of the patient journey should the programme address? Which stakeholders should be targeted? What communication channels should be used? What should be the programme scale? Where to \u2018house\u2019 the social business group in the Novartis organization?\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThis case has been successfully taught in both MBA courses focusing on strategies at the BOP or in emerging markets, and in executive education programmes (senior management) looking at the challenge of developing profitable and scalable businesses for the BOP or emerging markets. It can also be used in the context of a course or module on business model innovation. It easily fills a typical 90 minute MBA session and can be expanded to cover a double session. In an executive education context it can form the basis for a half-day module.\u003Cbr \/\u003E\nThe case provides an opportunity to understand the challenges of emerging markets (India specifically) that result from low income, poor education, social stratification and lack of infrastructure. At the same time it highlights the potential opportunity or \u201cBlue Ocean\u201d that exists due to large underserved customer groups.\u003Cbr \/\u003E\nThe case enables discussion of all aspects of a business: which segments to target, which specific needs (diseases) to address, which elements of the consumer decision process to focus on, how to execute against these decisions by addressing the entire eco-system, and how to position it within the firm. The case provides sufficient data to undertake a breakeven analysis for the business, which is key to making a successful business case. It includes a spreadsheet so that instructors can walk students through the breakeven analysis, as well as a deck of slides for an extended wrap-up.\u003Cbr \/\u003E\nAfter discussing the case, students should be able to think through the key elements of setting up a new business in emerging markets or targeting the bottom of the pyramid.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              BOP\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Strategy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Business Model Innovation\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Emerging market\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Healthcare\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Sustainability\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              India\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Pharmaceutical\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Corporate social responsibility\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Market access to medicine\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q31718\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-119181\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Amitava-Chattopadhyay-12799_21.jpg\u0022 alt=\u0022Chattopadhyay\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/amitava-chattopadhyay\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Amitava\u0026nbsp;Chattopadhyay\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Reinhard-Angelmar-12778_2.jpg\u0022 alt=\u0022Angelmar\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/reinhard-angelmar\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Reinhard\u0026nbsp;Angelmar\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Emeritus Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  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