Aleve

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2009 Resonant Communications | All rights reserved.

The Aleve “arthritis pain relief” Success Story
Taking a Different Approach

By Kerry Doyle

THE ALEV arthritis pain relief” SUCCESS STORY An In-Depth Look at Marketing Success Introduction—Taking a Different Approach

THE ALEVE “arthritis pain relief” SUCCESS STORY

[Year]

2009

The Aleve success story marked a significant shift in the general analgesic market. Prior to Bayer Pharmaceutical’s introduction of Aleve and its identification with arthritis relief, the pervasive assumption had been that broad pain-relief positioning was necessary for attracting and maintaining customers. This white paper outlines the five key steps for excellence in marketing and explains how those goals were achieved: • • • • • Defining Scope of Market Analyzing the Buying Process Performing Market Segmentation Segment Selection Action Plan—Ensuring Growth

Page | 2 Page | 2

It explains how the Aleve marketing team achieved significant breakthroughs on marketing their product, reaching a wider audience and increasing brand share resulting in a significant success story for the company. Defining Scope of Market The wide variety of body pain medication currently available for consumers is a direct result of Endo Pharmaceutical’s earlier marketing decisions which refocused efforts on promoting Aleve’s symptom-specific pain relief. However in 2001, the general analgesic market was in a period of stagnation and sales for Aleve were flat. The goal was to re-establish the Aleve brand identity, activate new target segments and restore growth. Early attempts at stimulating growth for Aleve had failed, such as wider distribution and increased advertising. Previous hypotheses had assumed that focusing on specific areas of pain relief meant smaller market share. But once the Scope of Market was defined, it was apparent that there were certain pain states for which a strong and lasting analgesic was relevant. Aleve had capabilities that outstripped those of its competitors, Tylenol and Advil.

2009 Resonant Communications | All rights reserved.

THE ALEV arthritis pain relief” SUCCESS STORY

THE ALEVE “arthritis pain relief” SUCCESS STORY

[Year]

2009

Repositioning Aleve as effective arthritis relief soon translated to increased market share in the symptom-specific body pain market. This new strategy illustrated the importance of owning a position in a subsection of the market rather than having broad positioning in a competitive market, such as general analgesics.

Page | 3

Analyzing the Buying Process The Buying Process looks at a broad range of potential opportunities to focus marketing efforts and to increase their impact. Correct insight into the Buying Process indicates where and how to intervene in customers buying habits. By cutting in at the right points you can steer customers into paths that lead them to value an offering.

2009 Resonant Communications | All rights reserved.

THE ALEV arthritis pain relief” SUCCESS STORY

THE ALEVE “arthritis pain relief” SUCCESS STORY

[Year]

2009

Analysis of the Buying Process for Aleve revealed that doctor recommendations of Aleve increased market share by 36 percent in contrast to a 7.8 percent rise without a recommendation. Clearly, convincing physicians of Aleve’s efficacy for arthritis pain and having them recommend it to patients was crucial to its success. Performing Market Segmentation Market Segmentation structures knowledge and information about customers to highlight the most important characteristics. These characteristics will help predict how customers will act and what will motivate them. In the case of Aleve, Market Segmentation illustrated that the product gained different numbers of shares depending on a segment’s pain state. For example, Aleve was used disproportionately less for headaches which required quick relief instead of Aleve’s high-strength, long-lasting benefits. However, in...
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