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: 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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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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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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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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Acetaminophen: It is a pain reliever‚ and also reduces fever. It is used to treat many problems like headache‚ muscle pain‚ back pain‚ tooth pains‚ fevers‚ and colds. Information about the acetaminophen: It’s not to be used‚ if the person is suffering from liver diseases. Avoid taking more acetaminophen then prescribed‚ because the over dose can cause liver damage and death. If you are having these symptoms nausea‚ pain in your upper stomach‚ loss of appetite‚ itching‚ dark urine‚ jaundice‚ clay-coloured
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Math Internal Assessment Investigating the effectiveness of the drugs Ibuprofen and Acetaminophen Personal Code: gkw125 Mathematics SL Internal Assessment Background: Whenever we are in pain‚ let it be headaches or even back pain‚ the first source of remedy that we always seek is from over the counter painkillers such as Aleve and Advil. One of the problems or even a dilemma that we face between buying a painkiller is determining which painkiller would prove to be the most
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Synthesis of Acetaminophen Lab Report Bijal Patel‚ 20467049 Partner: Poojan Parikh T.A.’s: Long Pu CHEM 123L‚ Section: 006‚ Rm: ESC 149 Tuesday February 4‚ 2013‚ 2:30pm-5:20pm Experiment Done: Tuesday January 22‚ 2013 Introduction Acetaminophen was first introduced in 1955 (Richman‚ 2004). It is an over-the-counter drug that relieves pain and reduced fevers. Acetaminophen is considered an alternate to aspirin since it does not irritate the stomach (Richman‚ 2004). It also has very
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can cause gastrointestinal bleeding and perforated ulcers. Acetaminophen Acetaminophen‚ known as Tylenol‚ is one of the most harmful medicinal drugs on the market. Every year‚ about 56‚000 people end up in the emergency room due to abuse of acetaminophen‚ and about 450 individuals die due to liver failure caused by misuse. Also‚ the medicinal drug is a very famous choice for suicides. However‚ people who try to overdose using acetaminophen are in for a surprise. They will face a painful and slow death
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