Ciba-Geigy Limited: Pharmaceutical Division (C)

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.

Faced with increasing parallel imports, Pfizer in Europe decides to change its drug distribution strategy. It introduces a 'Direct to Pharmacy' scheme whereby distributors become mere logistics companies. Pfizer also introduces 'dual pricing' to force wholesalers to sell the drugs in the targeted country.