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Marketing Strategies in the Competition between Branded and Generic Antibiotics (B): Augmentin in 2002

By Pierre Chandon,  Olivier Kovarski,  Jacques Lendrevie,  Marc Vanhuele,  Sarah Spargo
Published 06 Jan 2003
Reference 5057
Topic Marketing
Industry Pharmaceuticals
Region Europe
Length 1 page(s)
Language English
Inspection copy
Teaching note
6.00
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Summary

The B case (Augmentin in 2002) shows that GSK (the company formed by the merger of Glaxo Wellcome and SmithKline Beecham) now faces the same options for Augmentin, another blockbuster antibiotic. Should they use the strategy that was so successful for Clamoxyl or have the market conditions changed so much that a whole different approach should followed?

Teaching objectives

1. Discuss possible strategies that brands in general, and branded drugs in particular, can use to fight generic products. 2. Provide an introduction to the marketing of pharmaceutical products. 3. Discuss the value of branding for professional buyers (expert who prescribe the product as opposed to non-expert who use or consume the product).

Keywords
  • Marketing
  • Branding
  • Pricing
  • Brand management
  • Pharmaceutical products
  • Prescription drugs
  • Generic drugs
  • Private labels
  • HMI
  • Pharmaceutical and Medical Device Sectors
Related case to use with this case

Marketing Strategies in the Competition between Branded and Generic Antibiotics (A): Clamoxyl in 1996

By  Pierre Chandon,  Olivier Kovarski,  Jacques Lendrevie,  Marc Vanhuele,  Sarah Spargo

    Add to cart
    About the authors
    Chandon

    Pierre Chandon

    Professor of Marketing

    Olivier Kovarski

    Jacques Lendrevie

    Marc Vanhuele

    Sarah Spargo


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