Case: Warner-Lambert Ireland: Niconil

Good Essays
Case: Niconil – Warner Lambert Ireland
C B , 1 7 TH J U N E 2 0 1 2 CENTER: AHMEDABAD
MEMBERS: BRIJESH PATEL GAURANG MATHUR (PRESENTER) JIGNESH SAGAR SHISHIR SINGH VIJAY SHARMA

Niconil’s Importance to WL & Elan
Major Breakthrough for WL in Smoking Cessation segment. Will help WL strengthen its position in Ireland’s medical industry. Will serve as Test Market for WL to take it to other international markets.

Warner Lambert
Estimated Sales in W Europe for 5 Yrs
250000 200000 150000 100000 50000 0 1990 1991 1992 1993 1994

Elan will earn Royalty on sales of Niconil in Ireland and abroad. Second success for Elan with WL after Dilzem.

ELAN

Niconil’s Target market & Demand
Irish Population Break-up
Undera ge (16yrs ), 2.5 Non Smoker s, 1.75



Target Customers All 30% of 2.5 m Irish adult citizens (750,000 smokers). High Potential customers = 10% (75,000) of smokers who are willingto-quit every year. Age group 35-44 yrs of age. White-collar or Skilled Working Class. Upper-Income / BetterEducated Smokers. Women smokers more likely to try Niconil.




• • •

Target Influencers 2000 General Practitioners. 1132 Pharmacies. Family members of smokers. Agencies – Irish Cancer Society, Irish Heart Foundation.

Demand
• Existing annual market of £ 250,000 being catered by Nicorette, Nicobrevin & Accudrop collectively. Annual fig of 75,000 Irish willing-to-quit smokers. 40% adults in Europe and 20% in US.

• • •

• •



Niconil communication to Doctors, Consumers & Pharmacists
Ads Medical Journals Logo on “No Smoking” Placards

Direct Sales Team

Doctors & Pharm

CONSUMER

PR Symposium

Direct mails to GPs

Support Package

Word of Mouth

Launch Timing
Resolution time and Family proximity crucial and helpful while making a decision to quit. Niconil launch should be timed close to New Year’s and Lent. The willing-to-quit are more likely to make a New Year resolution to quit smoking. Also most of the smokers would

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Warner - Lambert Ireland : Niconil Summary Warner-Lambert Ireland is an international pharmaceutical and consumer products company. Its product portfolio includes Dentyne chewing gum, Listerine mouth wash and Hall’s cough drops. It was going to launch Niconil in the market. Niconil was a product that would help smokers who wanted to quit smoking. It was an innovative product that that promised to be more effective than other products which were in the market. In 1989, 30% of the adults smoked…

    • 772 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Case Analysis—Warner-Lambert Ireland: Niconil Executive Summary Warner-Lambert, an international pharmaceutical and consumer products company in Ireland, planned to launch a new product in 1990 called Niconil which was made for those people who would like to quit smoking. Niconil were different than the existing smoking cessation products in the market. Managers of the company believed that Niconil had many competitive advantages over its competitors and were very confident of the product. But…

    • 3134 Words
    • 13 Pages
    Powerful Essays
  • Powerful Essays

    Executive Summary In early 1990, Warner-Lambert Ireland planned to launch an innovative new product named Niconil, which was made for people who would like to quit smoking. Niconil would be the first patch-type product in the smoking cessation market in Ireland. While existing smoking cessation products of the other companies had not been successful due to the concerns about negative side effects, Warner-Lambert executives had an optimistic view that Niconil would be recognized as a safe and effective…

    • 2378 Words
    • 10 Pages
    Powerful Essays
  • Powerful Essays

    Caso Warner Lambert

    • 6506 Words
    • 27 Pages

    UJRRMER-LnmBERT IRELHMO: NICONIL Declan Dixon, director of marketing for Warner-Lambert Ireland (WLI), examined two very different sales forecasts as he considered the upcoming launch of Niconil®, scheduled For January 1990. Niconil was an innovative new product that promised to help the thou-sands of smokers who attempted to quit smoking each year. More commonly known simply as "the patch," Niconil was a transdermal skin patch that gradually released nicotine into the bloodstream to alleviate…

    • 6506 Words
    • 27 Pages
    Powerful Essays
  • Good Essays

    Lambert v. Barron Case After analyzing Lambert v. Barron case, I concur with the court`s decision that there was no contract between Lambert and Barron. It is apparent in this case that the parties to this case are just friends. Before Lambert flew to Louisiana on 11th November 1998, indeed the two had conversed and Lambert even showed concern for his friend`s situation. Actually, this occurs with allies. Furthermore, at no time during or prior to the trip did Lambert and Barron discuss concerning…

    • 209 Words
    • 1 Page
    Good Essays
  • Good Essays

    Charles Warner Case

    • 817 Words
    • 4 Pages

    He was executed with a three drug cocktail also used in Florida. Charles Warner was asked for his final statement and he replied, "Before I give my statement, I'll tell you they poked me five times. It hurt. It feels like acid." Warner also apologized to his family for everything he did to them. "I'm not a monster. I didn't do everything they said I did,” Warner said. His execution lasted eighteen minutes, and Warner said his body felt like it was on fire.Warner was pumped with the wrong chemical…

    • 817 Words
    • 4 Pages
    Good Essays
  • Best Essays

    Warner

    • 3910 Words
    • 16 Pages

    Spring 12 Spring 12 1 Time Warner Ctr. | New York, New York | 10019-016 | United States 1 Time Warner Ctr. | New York, New York | 10019-016 | United States Time Warner, Inc. Reggie Gossett Time Warner, Inc. Reggie Gossett 08 Fall 08 Fall Table of Contents Executive Summary 2 Remote Environment 2 Operating Environment 3 The Company 3 Corporate Strategy 4 SWOT Analysis 5 Porter’s Five Forces Analysis 8 Strategic Business Units 9 Strategic Control…

    • 3910 Words
    • 16 Pages
    Best Essays
  • Powerful Essays

    Time Warner Case Analysis

    • 12441 Words
    • 50 Pages

    Time Warner Strategic Plan Report Team #2: Arthur Anderson, Johanna Delicana, Sianna Koleva, Brian Schneck, Blondell McCoy‐Cox March 15, 2007 Table of Contents Context .......................................................................................................................................................... 3 Introduction ............................................................................................................................…

    • 12441 Words
    • 50 Pages
    Powerful Essays
  • Better Essays

    Time Warner Case Study

    • 694 Words
    • 3 Pages

    Case Summary The merger of AOL-Time Warner hit rock bottom in January 2003, when the Company posted a loss of $98.7 billion for 2002, the largest corporate loss in US history. Being an employee of the company, TJ (we) have to give fact-based answers to Memos, which are assigned to us. In 2000, AOL purchased Time Warner for $164 billion, resulting in formation of AOL Time Warner. FCC, Federal Trade Commission and European Commission approved the deal a year later. AOL owned 55% of the new company…

    • 694 Words
    • 3 Pages
    Better Essays
  • Powerful Essays

    Time Warner Case Summary

    • 924 Words
    • 4 Pages

    Case Questions 1-2. The proposed merger would create value by exploiting operational synergies, as well as economies of scale and scope. The management teams were motivated by a desire to maintain corporate growth and increase shareholder value. Time felt that growth in the magazine business was limited and that video was the media of the future. Warner's cable operations would combine easily with Time's. Additionally, Warner had a leadership position in film, records, home video and TV programming…

    • 924 Words
    • 4 Pages
    Powerful Essays