Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

V. Kasturi  Rangan; Courtney  Han

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Supplement | HBS Case Collection | October 2019

Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

by V. Kasturi Rangan and Courtney Han

Language: English

Format: Electronic

Citation:

Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Governors Ball Ad Spending and Ticket Sales Data." Harvard Business School Spreadsheet Supplement 520-706, October 2019.

About the Author

V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Marketing

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Gilead had come up with an innovative drug for Hepatitis C, which affected 180 million people worldwide. The drug was priced at $1,000 a pill for the US market. Gilead had to decide how to price and market the pill in developing countries that bore the brunt of the disease. The company had earned accolades for its work in HIV/AIDS, where its innovative medicines now accounted for 60% of all patients on Anti-Retroviral (ARV) medicines. Much of this was accomplished through generic licensing, which brought a $10,000/year treatment regimen down to $100! Should the company replicate that strategy for Hepatitis C? If so, how would its US Healthcare customers, who were paying $84,000 per patient, react? On the other hand, Gilead had to balance the interests of its shareholders, who paid $11 billion for an acquisition that led to the new Hepatitis C drug.

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Citation:
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Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

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