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The learning outcomes of this study are as follows:

1. the benefits of differential pricing over uniform pricing;

2. the differences between second- and third-degree price discrimination;

3. the rationale for charging different prices for segments having different willingness to pay; and

4. how different prices for the same product can lead to perceptions of unfairness and how companies might manage such an issue.

This case outlines the decisions that Adar Poonawalla, the CEO of Serum Institute of India (Serum), had to make in late April 2021 concerning its pricing for the COVID-19 (Covid) vaccine. Serum was the world’s largest manufacturer of vaccines, and its Covishield vaccine had received regulatory approval, but faced an unusual challenge and opportunity. In most countries, governments had procured Covid vaccines from manufacturers and then delivered the vaccines to consumers free of cost. But in India, there was a three-tier pricing system. While the Government of India had committed to free vaccines in government-run public hospitals, it also allowed vaccine makers to directly sell vaccines to state governments, as well as private hospitals, who were at liberty to charge consumers for the vaccines. This created an interesting pricing dilemma for Serum: as different customers had different willingness to pay, should Serum use differential pricing? Would such a tiered pricing system be considered fair? How many different price points should Serum maintain? By exploring these and related decisions that Poonawalla had to make, the case is intended to teach price discrimination.

The case is intended for graduate-level courses in marketing, pricing and economics. This case illustrates the principles of differential pricing/price discrimination. More specifically, it highlights pricing strategies motivated by second- and third-degree price discrimination in an emerging market’s health-care context. From the information in the case, the student can learn to apply the concepts of second- and third-degree price discrimination in marketing. After working through the case and assignment questions, instructors will be able to help students understand the following concepts:

Teaching objective 1: the benefits of differential pricing over uniform pricing.

Teaching objective 2: the differences between second- and third-degree price discrimination.

Teaching objective 3: the rationale for charging different prices for segments having different willingness to pay.

Teaching objective 4: how different prices for the same product can lead to perceptions of unfairness and how companies might manage such an issue.

Teaching notes are available for educators only.

CSS 8: Marketing

Business history can cast light on current topics in international business. With that in mind, the author asked herself how she as a business historian might contribute an invited brief essay to a volume on international business in times of crisis. What were the relevant methods of business historians, including archival research? After discussing such methods, the author turns to a current crisis. News from India in May–June 2021 (as the author was writing this chapter) told of the devastating destruction caused by the virus, Covid-19. How, the author asked herself, was it that an Indian company, reported to be the largest producer of vaccines in the world, was unable to meet its home country’s demand in this crisis? The company is Serum Institute of India Pvt. Ltd., a multinational enterprise founded in 1966 by Indian entrepreneur Cyrus Poonawalla. Was its inability to meet India’s needs a case of failed Indian state policies, or, did the difficulty lie in failed corporate strategy? Was the answer more nuanced? Probably. What did the research methods of business historians contribute? What could be learned by following a path suggested by this international business historian? The application of a business history approach puts the Indian story in an international context. The chapter is an experiment. Ideas and questions are posed without being pursued. Background information of this business historian is added. The chapter does not give answers to the questions that arose from preliminary investigations. It pushes the reader to research more thoroughly the business history of this particular multinational enterprise and to consider the complexities in decision making as viewed from what turn out to be different home and host perspectives. Business is perceived as a separate actor, a constrained decision maker. The chapter draws on the existing fragmentary but related knowledge of this business historian and indicates possible routes for others to uncover answers to the many unanswered questions generated by preliminary investigations. The answers (to be provided by others) will hopefully generate informed policy making.