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Celebrex

Author: Angelmar, Reinhard INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 24 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: The case describes the development and US launch of Celebrex, the first Cox-2 inhibitor, which is co-promoted by Pfizer and Searle. The launch was phenomenally successful. However, four months after launch, Celebrex is facing three issues: (1) How to address the mix-ups between Celebrex and two drugs with similar names? (2) How to respond to media reports about deaths and serious side effects associated with Celebrex, which was positioned on safety? (3) How to prepare for the impending entry of Merck and Co's Vioxx?Pedagogical Objectives: o Highlight the importance of preparing the market for a new product category o Developing a marketing strategy for a pioneer that takes two types of competitors into account: (1) existing products from a different category; (2) follower products in the same category as the pioneer o Dealing with product safety issues o Pioneer - follower competitive dynamics
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

o Highlight the importance of preparing the market for a new product category
o Developing a marketing strategy for a pioneer that takes two types of competitors into account: (1) existing products from a different category; (2) follower products in the same category as the pioneer
o Dealing with product safety issues
o Pioneer - follower competitive dynamics

The case describes the development and US launch of Celebrex, the first Cox-2 inhibitor, which is co-promoted by Pfizer and Searle. The launch was phenomenally successful. However, four months after launch, Celebrex is facing three issues: (1) How to address the mix-ups between Celebrex and two drugs with similar names? (2) How to respond to media reports about deaths and serious side effects associated with Celebrex, which was positioned on safety? (3) How to prepare for the impending entry of Merck and Co's Vioxx?

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