CASE STUDIES ON CO-MARKETING ALLIANCES

BYHARI SHANKAR SAHU

Drug makers Lupin and Novartis have entered into a marketing alliance under which Lupin would sell Novartis’ asthma drug, “Onbrez”, in India.

The recently-launched product is a once-daily therapy used in the treatment of chronic obstructive pulmonary disease (COPD).

 Lupin itself sells various products like Budamate and Telekast and has a 11.4 per cent share of COPD market.

“The partnership with Novartis will enhance its product kitty as well as earn it revenue”. Over 27 per cent of its revenues came from here during the last fiscal. Its domestic formulation business is growing at around 21 per cent.

Lupin, Novartis in marketing tie-up

Onbrez, a dry powder capsule which has to be put in a device – a dry powder inhaler, would be initially available in two strengths – 150 mg and 300 mg.

Development of a six-in-one combination paediatric vaccine to cater to India and other developing countries against polio and other infectious diseases.

If approved, the vaccine, which would combine GSK’s injectable polio vaccine and Biological E’s pentavalent vaccine for diphtheria, tetanus, whooping cough, hepatitis B and Haemophilus influenza type b.

GSK’s Indian subsidiary, Glaxosmithkline Pharmaceuticals Ltd, made a revenue of Rs.2,599.9 crore in the year ended December 2012.

GSK tied up with Biological E. Ltd 

Co-Marketing alliances has very strong impact on the growth of an industry and to diversify the market.

CONCLUSION

http://www.business-standard.com/article/companies/lupin-novartis-in-marketing-tie-up-112073000039_1.html

http://www.livemint.com/Companies/38rtJQ20wXsidgI5SL94bO/GSKBIOLOGICAL E-LIMITED-2.html

REFERENCES

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