Dr. Reddy's Portfolio and Pricing Study: Shaping a Category Entry Decision
Led a large-scale primary research study that shaped a major pharma company's portfolio and pricing call.
Manas C.
Associate Manager at EY-Parthenon
From their time as
Associate
Boston Consulting Group (BCG) • 2021 - 2023
Overview
Manas led a large-scale primary research study for Dr. Reddy's at BCG. The mandate was to inform a portfolio and pricing decision, and the study was designed to generate the evidence that would support or challenge the entry thesis.
The Story
Manas led a large-scale primary research study for Dr. Reddy's at BCG. The mandate was to inform a portfolio and pricing decision, and the study was designed to generate the evidence that would support or challenge the entry thesis.
The scale of the study required structured survey design, respondent segmentation, and synthesis of a large qualitative and quantitative dataset into a clear recommendation. The output shaped Dr. Reddy's portfolio and pricing call on the category in question.
This engagement was one of the pieces Manas chose to own during his time at BCG, and it reinforced his view that primary research at scale, when designed around a decision rather than a topic, produces outputs that actually move choices rather than inform them.