Uriage - Elder Pharmaceuticals Ltd

1. CASE STUDY<br />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.<br />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.<br />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.<br />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.<br />The product range of Uriage is a follows:<br />Skin Hydrating Range : Uriage Thermal Water Spray – A Healing tonic for reddened, sunburnt, irritated skin<br />Dry Skin Range :<br />Crème Lavante – A gentle creamy face wash for dry, mature skin<br />Emolliente Extreme – A intensive moisturizer for dry, damaged skin.<br />Bariederm Lips : A soothing , long lasting clear lip balm for cracked lips<br />Acne / Oily – Combination skin : <br />Hyseac AUX AHA : Treatment for Acne<br />Hyseac Cleansing gel : Cleansing face wash for oil/acne skin<br />Hyseac Matifiante : Cream For shine free skin<br />Hyseac Exfoliating Mask : Mask for rejuvenating dull skin<br />Anti Ageing Range :<br />Isolift Contour : Treatment for Under eye dark circle, fin e lines & wrinkles<br />Isolift Visage : Treatment for skin wrinkle, fine lines on face<br />Sun Protection Range :<br />Crème Fluide SPF 30: A sunscreen for sun protection<br />Crème Extra Fluide SPF 50+: A sunscreen for maximum sun protection.<br />Spots / Pigmentation:<br />Depiderm : Treatment for skin spots, dark patches & marks.<br />Sensitive Skin Range:<br />Tolderm Soothing Crème : For soothing hypersensitive, irritated skin<br />Tolderm Cleansing Water : For cleansing make up/grime from sensitive skins<br />The pricing of these products are at premium, ranging from INR 500 to INR 2000.<br />Case study pointers to be brought up:<br />How do you propose to increase the market share in the environment mentioned above.<br />As a business manager where how would you go about giving directions for the brand for the next 3 years.<br />Your astute thinking interm of a strategic road map, incorporating all the P’s of Marketing mix<br />* All assumptions made have to be explicitly explained<br />