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Pgp Student

In: Business and Management

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Marketing – II
Group Case Analysis:
PROPECIA®: Helping Make Hair Loss History

Section A Group 1
Ajanta Boro
Ashu Tomar
Ashutosh Shukla
Pramod Rai
Raghavendra Rao
Sanjay Gupta
Shiv Raj Singh

CASE ANALYSIS: PROPECIA Helping Hair Loss Make History

The Scientists of the Merck, world’s largest pharmaceutical company found that Finasteride compound was useful in the treatment of Male Pattern Hair Loss (MPHL).
The company was planning to launch new drug Propecia. Before launching the product they performed clinical study the effectiveness of propecia toward the MPHL. The initial clinical studies for PROPECIA included men between the ages of 18 and 41 with mild to moderate ongoing hair loss, these studies showed that 83% of the participants of the study were at least able to maintain their hair count and in 66% of the participants growth of new hair was observed. In case of Women PROPECIA was not effective in treatment of hair loss and women were specifically instructed not to use the product as the finasteride compound could cause birth defects in male fetuses if ingested or observed through skin. In the clinical tests a small number of men experienced various sexual side effects but these side effects were fewer than 2% taking the drugs.
Meanwhile there was a relaxation in drug advertisements by FDA, according to this new rule pharmaceutical companies were allowed to mention the brand name of the product in the broadcasting advertisement as long as they were giving information on the side effects as well along with its benefits.
Company should go there for advertising positioning and detailing in this way

Type of advertising:
As given in the case, Casola had 3 options for companies’ initial advertising program: * Product claim ads * Reminder ads * Help-seeking ads
Communication mix should be mixture of all three ad as there is…...

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