Elder Pharmaceuticals Ltd is a major Indian pharmaceutical company that also operates in international markets through licensing and acquisitions. It has a subsidiary called Elder Healthcare Ltd that focuses on fast moving consumer goods and skin care products. In 2005, Elder Healthcare Ltd licensed the URIAGE skin care brand from France to expand its skin care portfolio before other major brands entered the Indian market. URIAGE is a French company specialized in dermo-cosmetics and has a product range that addresses various skin concerns from hydration to acne to anti-aging through products containing thermal spring water. The URIAGE products under Elder Healthcare Ltd have premium pricing between INR 500 to 2000.

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 />