Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Ranbaxy Laboratories Limited: At the Crossroads

Ranbaxy Laboratories Limited: At the Crossroads

 

 

The case describes the challenges facing Ranbaxy, the third largest pharmaceutical company in India, which has set itself the goal of moving from the branded generic space to the greater value added branded pharmaceutical space. It has developed a one-a-day delivery system for ciprofloxacin a widely used antibiotic that is about to go off patent. Having sold the rights for the drug delivery system for markets outside India and the CIS to Bayer, the inventor of ciprofloxacin, Ranbaxy is wondering how it should market this new formulation in the India market in particular.


Teaching Objectives

The case poses several interesting questions. First, how should the one-a-day formulation of ciprofloxacin, to be called Cifran OD in India, be positioned? Ranbaxy currently markets ciprofloxacin under the name of Cifran as a branded generic in India. Should Cifran be discontinued when Cifran OD is launched? How should the Cifran OD positioning be implemented? Should the OD formulation be marketed by Ranbaxy alone or should it be co-marketed in collaboration with other local and global pharmaceutical players? The latter question facilitates an interesting discussion of when and how should one collaborate with competitors.

The case has been used for both MBA and executive audiences. It can be used in an introductory marketing course to highlight the power of good positioning. It can also be used in a course on pharmaceutical marketing or a course on how companies from emerging markets can climb the value added business ladder.



Download PDF


 

  Nov 1, 2003 | Cases




Download PDF



SHARE


 


Recent Tweets



Wed, 03 Nov @ 10:06 pm

Arrest shocking. #Bhakts first to scream racism if British Indians cheer India against England in cricket. Shameful… https://t.co/w1Wo1FCWgo

via Hootsuite Inc.
Sun, 31 Oct @ 08:39 pm

This is odd. Campeol's wife and a chef at his restaurant invented tiramisu. So, how is it that Campeol is the 'fath… https://t.co/ec1JFNRnfT

via Hootsuite Inc.
Tue, 19 Oct @ 05:38 am

The beauty of nature's colors sometimes just takes the breath away. Taken during a late afternoon walk in the neigh… https://t.co/5eRGMqaoZ4

via Instagram
Wed, 22 Sep @ 09:31 pm

Racism pure and simple. Usual British behavior. "Covishield: UK recognises Covid jab after India outcry" @PMO_NaMohttps://t.co/jaNvVSVUqm

via Hootsuite Inc.
Fri, 10 Sep @ 04:14 pm

Will someone explain what Virat and team's fear is? I'm baffled. The infection is in the India team. Playing isn't… https://t.co/3JjAHLt2e4

via Hootsuite Inc.
Tue, 31 Aug @ 05:57 pm

REPUBLICAN = F#@K&$G M*R*$. That is the new status. "G.O.P. Governors Fight Mandates as the Party’s Covid Politics… https://t.co/aCHtsMa7Q1

via Hootsuite Inc.

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava