Marketing Viagra in India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Viagra - A Success Story in Marketing
Viagra was the first scientifically proven oral drug for ED (Refer to Exhibit IV for How Viagra Works). Media experts quipped that only a pill developed for immortality could possibly upstage the buzz generated by the launch of Viagra...
The PR Campaign
Problems for Viagra
The Side Effect Scare
Market Dynamics for Ed in India
In 2005, it was estimated that over 90 million men in India suffered from ED . There was a deep social stigma associated with ED in India. ED was considered as an emasculating failure rather than a disease that could be cured. Therefore most people avoided talking about it openly and only a few would have ever admitted to having ED. A majority of the population considered the very subject of sex taboo. Small wonder then that very few people sought medical attention for ED. However, analysts felt that given India's huge population, the absolute number of people opting for treatment would still be high...
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