Merck's New Product Development and Launch Strategy for Januvia |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Background NoteMerck is one of the world's top seven largest pharmaceutical companies, headquartered in Whitehouse Station, New Jersey, USA. In 2006, Merck posted revenue of US$ 22.64 billion and net income of US$ 4.43 billion (Refer to Exhibit I for Merck's logo and Exhibit II for key figures for Merck: 2004-2006). Merck's history can be traced back to 1668 when Frederic Jacob Merck opened a chemical firm in Darmstadt, Germany... Merck Joins Race for Diabetes Drug
Merck Gains MomentumThe team felt that compound MK-0431 was the most promising among the six compounds and the team started to hurry it through the drug development process. Merck's research chief directed the research team to move the project as quickly as possible by trimming time off the development process. The team was given a free reign from the top management to speed up the drug development process. But Merck was quick to clarify that the speed was not at the cost of patient safety. Merck said that it did not cut corners. The drug trials on humans started in 2002...
Launching JanuviaThe drug was named Januvia to convey the idea of rejuvenation. (Refer to Exhibit VI for the logo of Januvia and Exhibit VII for a pack-shot of Januvia). It was launched at the wholesale list price of US$ 4.86 per tablet... |
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