Serum: differential pricing of the Covid-19 vaccine

ABSTRACT

Learning outcomes: The learning outcomes of this study are as follows 1. the benefits of differential pricing over uniform pricing;2. the differences between second- and third-degree price discrimination;3. the rationale for charging different prices for segments having different willingness to pay;and 4. how different prices for the same product can lead to perceptions of unfairness and how companies might manage such an issue. Case overview/synopsis This case outlines the decisions that Adar Poonawalla, the CEO of Serum Institute of India (Serum), had to make in late April 2021 concerning its pricing for the COVID-19 (Covid) vaccine. Serum was the world's largest manufacturer of vaccines, and its Covishield vaccine had received regulatory approval, but faced an unusual challenge and opportunity. In most countries, governments had procured Covid vaccines from manufacturers and then delivered the vaccines to consumers free of cost. But in India, there was a three-tier pricing system. While the Government of India had committed to free vaccines in government-run public hospitals, it also allowed vaccine makers to directly sell vaccines to state governments, as well as private hospitals, who were at liberty to charge consumers for the vaccines. This created an interesting pricing dilemma for Serum as different customers had different willingness to pay, should Serum use differential pricing? Would such a tiered pricing system be considered fair? How many different price points should Serum maintain? By exploring these and related decisions that Poonawalla had to make, the case is intended to teach price discrimination. Complexity academic level The case is intended for graduate-level courses in marketing, pricing and economics. This case illustrates the principles of differential pricing/price discrimination. More specifically, it highlights pricing strategies motivated by second- and third-degree price discrimination in an emerging market's health-care context. From the information in the case, the student can learn to apply the concepts of second- and third-degree price discrimination in marketing. After working through the case and assignment questions, instructors will be able to help students understand the following concepts Teaching objective 1 the benefits of differential pricing over uniform pricing. Teaching objective 2 the differences between second- and third-degree price discrimination. Teaching objective 3 the rationale for charging different prices for segments having different willingness to pay. Teaching objective 4 how different prices for the same product can lead to perceptions of unfairness and how companies might manage such an issue. Supplementary material: Teaching notes are available for educators only. Subject code CSS 8 Marketing. © 2023, Emerald Publishing Limited.