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problem1) How does Pharmaceutical companies influence prescribing behaviour of physicians?

problem2) “Effective personnel selling is crucial to Pharmaceutical Sales”.  Comment on this statement.

problem3) describe in brief New Product Development process in the Pharmaceutical Industry.

problem4) How could you expand your served market?  Give appropriate exs


Case Study :

Dabur Pharmaceuticals in 1988 introduced the new antacid product named Ulgel.  The product was competing with over 150 brands in Rs 50 crore antacid – antiflatulent market.  The market was dominated by strong brands like Digene and Gelusil.  The product had following features.

a) The active antacid substances were Magaldrate as against Aluminium & Magnesium hydroxide and the ulgel was especially formulated as a low sodium product.

b) It had the unique distinct flavour of “saunf” (Anise sees) and was coloured yellow.


problem1) What advantage did Ulgel had by being low sodium product?

problem2) What must be the communication strategy?

a) for physicians

b) for OTC purchase

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93468

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