Published 11 Jan 2006
Reference 5403
Topic Marketing
Industry Pharmaceuticals
Region North America
Length 22 page(s)

The case describes the development and US launch of Celebrex, the first Cox-2 inhibitor, which is co-promoted by Pfizer and Searle. The launch was phenomenally successful. However, four months after launch Celebrex is facing three issues: (1) How to address the mix-ups between Celebrex and two drugs with similar names? (2) How to respond to media reports about deaths and serious side effects associated with Celebrex, which was positioned on safety? (3) How to prepare for the impending entry of Merck & Co's Vioxx?

Teaching objectives

Highlight the importance of preparing the market for a new product category Developing a marketing strategy for a pioneer that takes two types of competitors into account: (1) existing products from a different category; (2) follower products in the same category as the pioneer Dealing with product safety issues Pioneer - follower competitive dynamics

  • RD1106
  • AR2006
  • AR0607
  • HMI
  • Pharmaceutical and Medical Device Sectors