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