position Datril to the general public in 1975 and gain substantial and sustainable market share in the analgesics market. This situation is an opportunity because Bristol-Myers needed to figure out how to successfully price and promote Datril as it launched in the analgesics market. Two main options are available (1) whether to promote Datril as a direct point of sale towards the consumer or (2) to adopt the traditional and more conservative route as that of Tylenol and promote Datril towards the
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Case Write Up: Datril Bristol-Myers have been very successful in analgesic market for many years with Aspirin type pain relievers marketed as Bufferin and Excedrin. Together with Bayer Aspirin by Sterling Drug Company‚ three aforementioned aspirin type pain relievers comprised of 90% of Analgesic market. One other type of pain relievers‚ Acetaminophen‚ have emerged into the market and its growth in the market seemed quite significant compared to that of aspirin type pain relievers. Although acetaminophen
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Datril Case The case deals with the market penetration and share by positioning. Bristol-Myers wants Datril to penetrate into Tylenol’s market. There are two positioning alternatives. In my opinion‚ the first one is better than second one since the second approach carries too much risk. The first approach is Datril’s position as substitute of Tylenol at the same price. I think this strategy has less risk than the other one since‚ at least‚ this approach could make Datril stay in the market
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My recommendation to Marvin Koslow is to follow the first approach of pricing Datril at par with Tylenol ($2.85 retail price‚ $1.69 trade cost)‚ leveraging Bristol-Myers’ brand name‚ and positioning Datril as an analgesic with similar relief effects to the those of the already successful‚ aspirin-based Bufferin and Excedin‚ but more gentle on the stomach‚ and without the side effects of aspirin. By doing so‚ Datril will primarily target aspirin users‚ specifically those from Bufferin’s and Excedin’s
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Response for Case Datril 1) What course of action should Datril take? It should solidify its position in the analgesic market and gain share in the rapidly growing acetaminophen market. It should target both Tylenol Users and Aspirin Users. On one hand‚ it should explain to customers that Datril’s effect is identical to Tylenol and use low-price promotion. On the other hand‚ it should leverage Bristal-Myers’s name to facilitate its market penetration. Generally‚ it should focus on advertisement
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DATRIL: PIONEERING THE ACETAMINOPHEN MARKET Decision Marvin Koslow‚ vice president for marketing services at Bristol-Myers is going to choose a positioning strategy for Datril‚ an acetaminophen based analgesic‚ in order to solidify Bristol-Myers’ position in the analgesics market and gain share in the rapidly growing acetaminophen market. There are two possible options: ‘Pricing at par with Tylenol and it as a Tylenol substitute‚ featuring Bristol-Myers product’ and ‘low Priced alternative to Tylenol’
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Memo To: Company executive in charge of the offering From: Team leader name Team: Team name Section: Section number Date: Date Re: Datril Action Plan Word count: 600 max Executive Summary The single most rewarding opportunity faced by the company is outline the opportunity. This situation is an opportunity because outline its potential performance impact. To take advantage of this opportunity the company should briefly outline the essence of the proposed action. Situation
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Recommendations: Datril is suggested to position Datril as the alternative to aspirin. Such a positioning will be able to attract current aspirin customers to Datril. The marketing campaign should focus on physicians‚ trade and patients. It should stress the information of little side effects compared to other analgesic medicine. Both the retail price and the trade price should be lower than Tylenol. Segmentation and targeting: Datril should target on aspirin users. Datril potential clients
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RUNNING HEAD: Johnson and Johnson Case Study Action Plan Johnson and Johnson Case Study Action Plan PHL/323 Abstract This paper briefly summarizes the action plan case study of Johnson and Johnson. Seven people had died after ingesting Tylenol‚ a painkiller that was produce by McNeil Laboratories‚ a Johnson & Johnson division. The Tylenol was mix with cyanide poisoning. Johnson and Johnson realized that the tragic event was not the company’s fault but an external sabotage. In addition‚ Learning
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Strategic Marketing Dr. George Balabanis Contents Course Syllabus ………………………………………………………………….…1 Course Schedule ……………………………………………………………….…....2 Coursework ……………………………………………… …………………………8 LECTURE NOTES Session 1. Introduction to Marketing …………………… …………………………12 Session 2. General Approaches to Strategy Making and Planning … ……….……15 Session 3. Marketing Decision Making and Planning………………………………19 Session 4. Analysing the Organisation and Competitors ……………………………24 Session 5. Analysing Channels
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