i-pill: Market Development Challenges at Piramal Enterprises Limited




Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

This case tracks the efforts taken by Kedar Rajadnye, President and Chief Operating Officer of Consumer Products, Piramal Enterprises Limited, in an endeavor to revolutionize the contraceptives market in India through the acquisition and promotion of the emergency contraceptive pill (ECP) brand, i-pill, and the challenges he faced in the process. Kedar envisioned a substantial boost to Piramal’s growth prospects through the incorporation of i-pill in its portfolio. Through the ‘I’ range, Kedar eyed the benefits of targeting a niche market, i.e. the personal and healthcare needs of women. When Kedar acquired the brand in 2010, it already enjoyed good brand recognition and recall. The major challenges that Kedar faced included lack of consumer awareness about health concerns and usage situations the product, moral and ethical dilemmas regarding ECPs, consumers’ embarrassment with regard to the product, compliance issues with regulatory bodies, and the threat from competitors....

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Issues

The case is structured to achieve the following teaching objectives:

  • Social stigma attached to the product usage.
  • Compliance issues with regulatory bodies while developing advertisement campaigns and promotions.
  • Threat from competitors.
  • Educating consumers about the product.
  • Understanding Ansoff growth matrix.
  • Understanding product life cycle (PLC) and growth.
  • Outlining importance of educating consumers and developing markets.
  • Marketing Ethics and Social Responsibility.
  • Advertising appeals.
Contents
INTRODUCTION
BACKGROUND OF PIRAMAL ENTERPRISES
INSIGHTS INTO THE CONTRACEPTIVE MARKET
THE PRODUCT: i-PILL
AFTERMATH OF i-PILL LAUNCH: PIRAMAL’S ACQUISITION AND PUBLIC CONTROVERSIES
MAJOR CONCERNS
THE ROAD AHEAD
EXHIBITS

Keywords

Contraceptive market,Embarrassing brands,Advertising,Consumer behavior,Healthcare,Over the Counter medicines

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