Combating Counterfeiting - The Pfizer Way*



Mini Case Code : CLIM022
Publication date : 2005
Subject : International Marketing
Industry : Pharmaceutical
Length : 04 Pages
Price : Rs. 100

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Key words:

Pfizer Inc. (Pfizer), counterfeit, intellectual property laws, distribution system, prescription, Viagra, Liptor, Food and Drug Administration (FDA), IT industry, Microsoft, radio frequency identification (RFID), Packaging, advertising, tablets, Internet, websites.


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The caselet discusses the problems that companies across the world face because of counterfeit products flooding the market. It focuses on how the pharmaceutical giant, Pfizer, combated counterfeiting and the control measures it took. The caselet describes how the Internet is used as a channel for selling counterfeit drugs.


Problems faced by companies across the globe due to counterfeit products.
How Pfizer combated counterfeiting of its products
How Pfizer and Microsoft collaborated in investigations into illegal websites that marketed counterfeit versions of Pfizer's products
Pfizer's awareness advertising campaign against counterfeiting of its products


Pfizer Inc. (Pfizer), the largest research based pharmaceutical company, based in the US, manufactures prominent prescription drugs for humans and animals, and also many leading consumer products...

Questions for Discussion:

1. Every year Pfizer incurs huge losses because of counterfeiting of its most popular drug Viagra. Do you feel that the measures taken by Pfizer to combat counterfeiting of Viagra will be able to prevent counterfeiting?
2. Explain in detail the awareness campaign taken up by Pfizer to prevent counterfeiting of Viagra.

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