CASE STUDY

Elder Pharmaceuticals Ltd. (EPL)is a public limited company

established in 1988; Over 2 decades in the Pharmaceutical business, it

ranks 29th in the Indian Pharmaceutical market (ORG –IMS). Although

95% of it’s revenue comes from the domestic market, a large

contribution is also from its International Alliances – Through In-

licensing & Acquisitions. Major contributing product ranges of EPL are

Womens’ Health Care, Wound Care & Nutraceuticals.

Elder Health Care Ltd (EHL) is a subsidiary of EPL & is focused on FMCG

and Skin care products. Elder Healthcare Ltd's consumer and skin care

products has responded to this reality through a product basket

comprising of strong brands with proven therapeutic capabilities. The

product range comprises of OTC products in pain management,

fairness segment (both men and women), oral care, lip care , burn

categories, Men’s, Women's grooming etc and Skin Care products in

therapeutic areas like skin nourishment, Acne, Dermatitis, Eczema,

Hair Fall, Pigmentation problems etc.

In a bid to expand & leverage its skin care portfolio, in 2005, EHL in-

licensed an International range of Skin care products URIAGE, from

France. Having early on identified the dawn of Cosmetic consciousness

in Health care in India, EHL was a pioneer in introducing this concept of

Dermo-cosmetics in India – long before even Vichy or Neutrogena.

URIAGE is a French company that specializes in the field of Dermo-

Cosmetics – a.k.a “Cosmeceuticals” or “Cosmetic Pharmaceuticals” has

its global presence in over 55 nations. It ranks 3rd in the European

market in Dermo-cosmetics & currently offers tough competition to the

names like Ducray, Vichy & La Roche Posay. URIAGE is a 20 year old

company that has its roots at the French Alps, the site of Thermal

Water – which form the essence of all URIAGE products; thanks to its

medicinal healing & skin rejuvenating qualities.

The product range of Uriage is a follows:

a) Skin Hydrating Range : Uriage Thermal Water Spray – A Healing

tonic for reddened, sunburnt, irritated skin

b) Dry Skin Range :

a. Crème Lavante – A gentle creamy face wash for dry,

mature skin

b. Emolliente Extreme – A intensive moisturizer for dry,

damaged skin.

c. Bariederm Lips : A soothing , long lasting clear lip balm for

cracked lips

c) Acne / Oily – Combination skin :

a. Hyseac AUX AHA : Treatment for Acne

b. Hyseac Cleansing gel : Cleansing face wash for oil/acne

skin

c. Hyseac Matifiante : Cream For shine free skin

d. Hyseac Exfoliating Mask : Mask for rejuvenating dull skin

d) Anti Ageing Range :

a. Isolift Contour : Treatment for Under eye dark circle, fin e

lines & wrinkles

b. Isolift Visage : Treatment for skin wrinkle, fine lines on face

e) Sun Protection Range :

a. Crème Fluide SPF 30: A sunscreen for sun protection

b. Crème Extra Fluide SPF 50+: A sunscreen for maximum

sun protection.

f) Spots / Pigmentation:

a. Depiderm : Treatment for skin spots, dark patches &

marks.

g) Sensitive Skin Range:

a. Tolderm Soothing Crème : For soothing hypersensitive,

irritated skin

b. Tolderm Cleansing Water : For cleansing make up/grime

from sensitive skins

The pricing of these products are at premium, ranging from INR 500 to

INR 2000.

Case study pointers to be brought up:

How do you propose to increase the market share in the

environment mentioned above.

As a business manager where how would you go about giving

directions for the brand for the next 3 years.

Your astute thinking interm of a strategic road map,

incorporating all the P’s of Marketing mix

* All assumptions made have to be explicitly explained