PRAYAS BY SANOFI-AVENTIS IN INDIA: MAKING HEALTHCARE ACCESSIBLE TO THE BOTTOM OF THE PYRAMID Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Prayas By Sanofi-Aventis In India: Making Healthcare Accessible to the bottom of the Pyramid Case Solution

1 INTRODUCTION

Pharmaceutical Industry of India is considered as one of the fast growing markets all over the world. Pharmaceutical Industry of India comprises of more than 60,000 brands and nearby 23,000 companies. Moreover, the financial valuation of the industry estimated that it has generated approximately 21% growth in 2010. It is also expected that the company grows at a (CAGR) compounded annual growth rate of 12.3% over the next few years and reaching to US$20 billion by 2015 and also entering to the list of top 10 pharmaceuticals markets.Furthermore, the management team also expected that by nearly 2020, the company projected to grow to US$55 billion and after the United States, India would become the second leading Pharmaceutical market all over the world in term of volumes.

Prayas is one of the leading health care companies, which provides its customers a high-quality medicine and medical services at a best possible ways. It is a French multinational company that launched by Sanofi-Aventis in India. The main purpose of the company is to update the information of the doctors in rural areas and a semi urban areas and link the gap among treatment and diagnosis. The other main objective of the company is to provide its customers high-quality medicines at affordable prices.

The new model of Prayas controls the proficiency of the prominent doctors from urban areas to teach doctors in rural areas. This case highlights the activities of the companies that they take in order to achieve its steady business growth. This case highlights the strategies of the company’s business model that they performed in its current state and make services available for the customers of rural areas. It also highlights that how the company performs its expertise in rural areas in order to cater the health care needs of the peoples at the bottom of the BOP pyramid. By using Prayas model, the company can make health care services assessable for the population of rural areas as well as maintain long term relationship with business sectors.

2 Problem Statement

The company has faced various issues in developing and established its new Prayas model in rural areas. The key problem that Prayas faced is establishing its infrastructure in the rural areas. The company also faced many issues in the rural health care infrastructure however, the company turned all these issues into opportunities which could help the company in achieving its targeted goals in the new market. Moreover, the company also faced intense competition from competitors while establishing its Prayas model. This case also discusses the activities that the company performs in order to overcome these issues in the rural market. The competitors of Sanofi-Aventis are rapidly developing the similar models, which negatively affects the success of the Sanofis as well as they offer Prayas' doctors lucrative offer in order to lure them to their companies instead. The management team should take innovative initiative which could help it in achieving its growth in the new rural market as well as which enabling the company to turn its threat into an opportunities which would the company in achieving its maximum growth opportunities in the rural markets.

3 Analysis

3.1 The Strategic Intent behind Conceptualization of the Prayas Initiative by Sanofi-Aventis

The executives of the company took initiatives in order to understand the needs of the doctors and chemists and opportunities of BOP market in rural areas. They also put insights on the market data of the company through which they analyzed the needs of the physicians and medical practices in the rural areas. Moreover, the management team analyzed that the doctors of rural areas do not have the knowledge and the resources through that they can take care of the health of the rural area customers................

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