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Exubera Fiasco What Went Wrong?

Case Study: Exubera Fiasco What Went Wrong?

In this blog post, we will delve into the ill-fated journey of Pfizer’s Exubera, analyzing the strategy adopted by Pfizer and exploring the reasons behind its failure to gain acceptance among the target population. Furthermore, we will explore marketing strategies that can be adopted at different stages of the product life cycle, with a particular focus on ‘dog’ products. Lastly, we will analyze the implications of the Exubera debacle for Pfizer and the pharmaceutical industry as a whole.

Section 1: Pfizer's Exubera Strategy Questioned

Pfizer, a renowned pharmaceutical company, set out on a quest to find an inhaled alternative to traditional diabetes treatments. This section will shed light on the motivations behind Pfizer’s decision to develop Exubera and the expectations surrounding this innovative product.

Section 2: Background Note

To understand the context of Exubera’s launch, it is crucial to examine the existing diabetes treatment landscape. This section will provide a brief overview of the prevailing treatment options and their limitations, setting the stage for the introduction of Exubera as a potential game-changer.

Section 3: The Quest for the Inhaled Alternative

Here, we will explore the scientific and technological advancements that paved the way for the development of Exubera. We will delve into the challenges faced by Pfizer’s research and development team and how they overcame them to create this revolutionary product.

Section 4: Pfizer Bets on Exubera

This section will analyze Pfizer’s marketing and positioning strategy for Exubera. We will explore the target audience, the pricing strategy, and the promotional efforts undertaken by Pfizer to create awareness and generate demand for their innovative diabetes treatment.

Section 5: Marketing Exubera

In this section, we will critically evaluate the marketing tactics employed by Pfizer to promote Exubera. We will discuss the strengths and weaknesses of their approach, examining whether their marketing efforts effectively communicated the unique benefits of Exubera to the target population.

Section 6: Criticism

Despite Pfizer’s ambitious plans, Exubera faced significant criticism from both the medical community and potential users. This section will explore the reasons behind this criticism, including concerns regarding efficacy, safety, and usability. We will also examine how these criticisms impacted Exubera’s market performance.

Section 7: Exubera is Dropped

Ultimately, Pfizer made the difficult decision to discontinue Exubera. This section will delve into the factors that led to this decision, including poor sales performance, financial implications, and the company’s strategic reevaluation.

Section 8: The Fallout of the Debacle

The Exubera debacle had far-reaching implications, not only for Pfizer but also for the pharmaceutical industry as a whole. In this section, we will discuss the aftermath of the failed launch, examining the impact on Pfizer’s reputation, shareholder confidence, and the diabetes treatment landscape.


In conclusion, the Exubera fiasco serves as a cautionary tale for pharmaceutical companies venturing into uncharted territories. Pfizer’s experience with Exubera highlights the importance of carefully analyzing the target market, effectively communicating product benefits, and anticipating and addressing potential concerns. The lessons learned from this case can be valuable for other companies navigating the complex world of drug development and marketing. Also got to know about the¬†Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry¬†