Pharmaceutical marketing, brand protection.
It could be used with the pharmaceutical marketing students and MBA students for analysing counterfeit medicines' menace in developing countries and positioning of a disruptive technology. The case could be used for marketing consultants, Brand managers and executive development programmes to explore issues such as protecting brands through technology, pharmaceutical packaging marketing, competitiveness of counterfeit drugs, global harmonisation.
Against the backdrop of rising menace of counterfeit drugs in developing countries, the case talks in particular about an innovative pharmaceutical packaging company. The company has developed a unique security technology called non-ClonableID™ which can enable products to be authenticated throughout the supply chain, thus protecting brands and preventing misuse. Despite a promising technology, it poses challenges regarding its adoption and commercial success.
Expected learning outcomes
Counterfeiting as an inevitable result of Globalization has become a global nuisance and has to be dealt at global level. Brand protection could be one of the lowest cost tools for pharmaceutical companies to restore public confidence in their products and themselves. While all methods for anti-counterfeiting are known to have short lives the menace still must be dealt with. For this, companies need to deploy anti-counterfeiting strategies that set up various layers of security.
Dr Sonal Sisodia and Dr Nimit Chowdhary wrote this case solely to provide matter for class discussion. The intention is not to illustrate effective or ineffective handling of a managerial situation. Certain names and information could have been disguised to maintain confidentiality.
Sisodia, S. and Chowdhary, N. (2011), "Can Bilcare's anti-counterfeiting technologies handle the menace of counterfeit?", Emerald Emerging Markets Case Studies, Vol. 1 No. 3. https://doi.org/10.1108/20450621111176247
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