This Case is about BRANDING
PUBLICATION DATE: July 21, 2015 PRODUCT #: IMB521-PDF-ENGTelma Building and Defending a Market Leader case solution
This case follows the inception to rise of Telma, the flagship brand of Glenmark Pharmaceuticals, over its decade of existence. Glenmark in 2003 introduced Telma based on the molecular formula Telmisartan at a time when the most favored and market-top molecule for treating hypertension was Ramipril. This case not only showcases the brand-building plans undertaken by Glenmark through tracks, but in addition the marketing efforts that go into creating a new category that would then go on to become a market leader. The case also introduces students to the evolving regulatory framework which has shaped pharmaceutical marketing practices of generics makers in India since independence.