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



Fri, 07 Jan @ 05:05 am

So, so sad that innocents bear the brunt. What a heartless world we live in. "Ethiopia civil war: Tigray hospital r… https://t.co/st202iNHB8

via Hootsuite Inc.
Wed, 05 Jan @ 12:26 am

Congratulations to Bangladesh on historic & decisive win. #cricket #BangladeshCricket #BangladeshNew Zealand vs B… https://t.co/WqI8wZhdvC

via Hootsuite Inc.
Tue, 04 Jan @ 04:38 am

New moon of the new year. @ Honolulu, Hawaii https://t.co/cFv7Wpx5nO

via Instagram
Wed, 29 Dec @ 11:32 pm

Everyone behind project is govt appointee. Creating myth to trump science. IIT-Kharagpur lends it false credibilit… https://t.co/tmVGEJ7n88

via Hootsuite Inc.
Mon, 27 Dec @ 01:17 am

Why not provide real jobs instead of this moronic bullshit! "Reconversion to Hinduism should become a priority: BJP… https://t.co/PyIr5MgeI8

via Hootsuite Inc.
Mon, 27 Dec @ 01:14 am

One more symptom of failing state. Focus on personal choices of others as a reason for existence. Mobs like… https://t.co/88m1sioEDy

via Hootsuite Inc.

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava