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Section-A

problem1) describe in detail evolution of Indian Pharmaceutical Industry from the combination of Multinational companies and the number of small pharma companies in 70’s to present scenario.

problem2) prepare brief note on Emotional Branding in Pharmaceutical Industry

problem3) What is “Push” and “Pull” strategy in marketing?  Describe with relevance with Indian pharmaceutical industry.

problem4) Price is a sensitive issue – describe with reference to Indian pharmaceutical industry.

Section-B

Case Study :

The Rs 15-crore-turnover unlisted Kee Pharma has introduced Melagenina Plus, the globally trusted therapy for vitiligo, for the first time in an Indian pharma market. Melagenina Plus is manufactured in Centro de Histoterapia, Havana, Cuba.

Vitiligo, often referred to as leucoderma, is an acquired skin disease characterised by patches of unpigmented skin (often surrounded by a heavily pigmented border). Vitiligo could hardly be called as a disease, but a cosmetic problem that has more social than medical importance.
Due to retarded melanin formation, there will be a loss of pigmentation. The global prevalence of vitiligo is 2 per cent including among white skin communities. Though, epidemiologically higher cases are recorded in India and Mexico.

Says Kee Pharma head (international marketing) Dr Alok Dev: "The drug requires to be used in the stable vitiligo type and not in the active stage." In all, over 13,000 patients from 123 countries have been treated by Melagenina Plus in the initial 15 years of its launch in Cuba.
Priced at Rs 3,600 per bottle, Melagenina Plus is the topical lotion for external application. It has no side-effects and is easy to apply. International clinical trials have reported 84-per cent success rate with no incidence of relapse. It has been pronounced safe for use by even sensitive groups like children, pregnant and lactating women and geriatric patients.

problems

problem1) Is it a right decision by Kee Pharma to launch Melagenina  Plus ?  Give reasons in support of your answer.

problem2) In your opinion what must be the marketing strategy of Kee Pharma for launching Melagenima Plus.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93466

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