Warner - Lambert Ireland : Niconil
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 cigarettes in Ireland. Survey showed that Irish smokers smoked average of 16.5 cigarettes per day. Mounting pressure of legislation restricting tobacco advertising put pressure on Irish smokers to quit.
Niconil was the first product to offer a complete solution for nicotine addiction of smokers. It was circular adhesive patch of 2.5 inches containing 30 mg of nicotine gel. Niconil patch effectively helped smokers to quit. 30 mg of nicotine was equivalent of 20 cigarettes.
Although it had some side-effects like it caused skin irritation, sleep disturbance and nausea it promised to be far better and effective than the other products in the market like Accudrop, Nicobrevin and Nicorette.
However, the prescription nature of Niconil posed great marketing challenges as a prescription product could not be advertised directly to the consumers. It had to be prescribed by the doctors to their patients so that people could buy it from the pharmacy.
The case highlights how WLI tackled these issues and devised a successful launch campaign for Niconil
Whether to price the product at par or premium to cigarettes.
In what quantity it would be sold.
Which advertising concept would be most effective.
Should the support programme be integral component of Niconil.
Niconil was a product that would help smokers who wanted to quit smoking. It was an innovative product that promised to be more effective than other products which were in the market.