Marketing case study,

LWIPL offered a widest range of pens with leading brands including Luxor, Pilot, Papermate and Parker. In December 2002, LWIPL launched the world renowned 'Waterman' brand of premium pens in India. This was possible after LWIPL's acquisition of a 50% stake in the Indian operations of Newell Rubbermaid3. The company planned to sell imported 'Waterman' pens for the next couple of years and then start indigenous production for these pens. The price of these pens ranged between Rs.3,500 to Rs.50,000 and was made available in nine sub-brands. LWIPL planned to sell these pens to corporate customers.

Commenting on the prospects of the 'Waterman' brand, DK Jain, Chairman of LWIPL said, "Because of its price and brand name, Waterman will certainly have an edge over other premium brands in India."4 The company planned to launch an international advertising campaign for these pens. LWIPL was known for its heavy spending on advertising its products. It had entered into several tie-ups with multinational pen companies that helped in leveraging its current position in the industry.

Question 113 1. What is the most effective antiepileptic for a patient with simple partial motor status epilepticus who is not responding to a loading dose of phenytoin? 2. How long does phenytoin, given in a loading dose, take to work? Question 114 Is valproate effective if given rectally in status epilepticus and, if so, what dose is recommended? Question 115 In simple partial motor status epilepticus, if the patient does not respond to diazepam and phenytoin, is it justifiable to proceed to anaesthetic medication? Question 116 What is the recommended upper limit dose of lamotrigine when combined with both carbamazepine and valproate? Question 117 Is a valproate-lamotrigine combination more effective than carbamazepine on its own against partial seizures? Question 118 Why is the incidence of parkinsonism less common in smokers? Question 119 Is it recommended to start the treatment of parkinsonism with dopamine agonists alone in elderly (over 60 years old) patients, and to delay using L-dopa until the disease has progressed much further? Is there a rationale for this protocol in younger patients? Question 120 Does amantadine increase the endogenous release of dopamine, thus aiding early treatment of parkinsonism? Question 121 A 25-year-old woman, pregnant in her second trimester, starts to experience chorea and bilateral ankle arthralgia but has no past history of rheumatic chorea. In the first hour, her erythrocyte sedimentation rate is 70. Could this be no more than chorea gravidarum? Question 122 Is valproate as equally effective as haloperidol in the treatment of chorea, in particular rheumatic chorea?