Ciba-Geigy Limited: Pharmaceutical Division (A)

The marketing manager of Ciba-Geigy's Agro Division in France must recommend a marketing strategy and marketing mix for a new fungicide. The degree of market coverage and whether to take an undifferentiated or a differentiated approach are the major issues.

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.

Once thought eradicated, turbuculosis has infected millions in the last decades throughout Russia, Asia, and Africa, because of its evolving virulence due to inadequate medical delivery. With its TB drugs out of patent, Eli Lilly decided nevertheless to invest $70 million into partnerships to assure that the drug delivery is properly administered.