In 2012, Sanofi, a French pharmaceutical company, was considering forming a joint venture together with the American soft drinks giant Coca Cola to come up with and commercialize a brand new line of beauty drinks, "Beautific," which would provide health and beauty advantages to consumers. Rumors about the venture in the press was met with anger from Sanofi's employees and disbelief from market analysts. It was not clear whether the initiative made sense for Sanofi from a strategic point of view.
Venturing into the beauty beverages business might signal a shift away from research and development-driven drugs by Sanofi. Would association with Coca-Cola, a business often decried for providing poor health products, benefit or disrupt the reputation of a pharmaceutical company like Sanofi?
PUBLICATION DATE: August 31, 2015 PRODUCT #: W15377-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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