organization. It was a horrifying case that took lives of seven innocent people. The news of death being related to Tylenol broke out as a surprise to the company and was faced with dilemma of protecting people or company image. The company showed great leadership ability and took quick and responsive action and issued a public statement‚ stopped all the ads and production of further Tylenol until the issue is discovered and resolved. The company also demonstrated an example of authentic leadership and
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2) What are the similarities in the way Johnson & Johnson dealt with the Tylenol crisis and Exxon with the Exxon Valdez crisis? In many business situations‚ the best way to solve problems is to admit that the problem is indeed there and to find the best way possible to solve the crisis. A great example of this is Johnson and Johnson’s ability to rebound after the Tylenol Crisis of 1982. The first thing that they did correctly was put the people first by recalling all of the capsules to protect
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Johnson‚ namely Tylenol. Tylenol has captured 8% of analgesic market‚ which implies that Tylenol has been dominating the Acetaminophen market. Tylenol‚ compared to Aspirin type pain relievers‚ had a very different approach in targeting its market. Since acetaminophen was first considered as a prescription-only drugs‚ Tylenol was advertised only to the trade and to the medical profession. As a result‚ doctors were recommending Tylenol to patients. Although the price of Tylenol was almost double
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................... 1 Limitations…………………………………………………………………………………….. 1 Background……………………………………………………………………………………… 1 Corporate Credo…………………………………………………………………………. 2 Problems…………………………………………………………………………………………. 3 Police Investigation of Chicago Tylenol Murders…………………………………………... 3 Johnson & Johnson’s Response……………………………………………………………….. 4 Johnson & Johnson’s Policy after the Close of Case…………………………...………….... 4 Illustration…………………………………………………………………………………….. 5 Evaluation of Resolution……………………………………………………………………
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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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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 trade only. Ultimately‚ to establish a price point that allows Datril to compete with Tylenol given like functionality. The company should target aspirin users through direct marketing and position Datril as an effective functional alternative given the absence of side effects
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crisis management. In early 1982‚ Tylenol was the most successful non-prescription medication in the United States with over one hundred million users. The brand was responsible for 19 percent of J&J’s profits during the first 3 quarters of 1982. In addition‚ 13 percent of the company’s year-to-year sales growth and 33 percent of the year-to-year profit growth was the direct result of the brand. In the era before Ibuprofen (approved by FDA for OTC use in 1984)‚ Tylenol was the leader in the painkiller
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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 and promotion. 2) What are the pros and cons of targeting Tylenol Users? Pros: Datril is a substitute of Tylenol‚ but compared to Tylenol‚ it’s cheaper. Besides‚ Tylenol almost controls the
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the video BP doesn_t want you to see mp4_small (2).3gpp News‚ Tylenol. (1982). Tylenol News 1982_medium.mp4. Retrieved from: http:///www.youtube.com.Tylenol News 1982_medium.mp4 Petroleum‚ British. (2013). BP Energy Outlook 2030 America’s Energy Future. Retrieved from: http://www.youtube.com/watch?v=2B3dLWv7HNs&feature=player_detailpage Tylenol‚ News Clip. (1982). Tylenol News Clip. Retrieved from: http:///www.youtube .com.News Clip Tylenol
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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’. I strongly recommend that Bristol-Myers choose the former option with a modification. Reasons for the Decision First of all‚ this option gives the company a chance to effectively target. The target customer of Datril should not be overlapped with those of Tylenol. Tylenol was a dominant and well established brand in the acetaminophen
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