MBA 560 – Marketing Principles Case Analysis Pepcid AC Racing to the OTC Market The managers at Johnson & Johnson/Merck Consumer Pharmaceuticals Co. (JJM) have two options regarding their newest over-the-counter (OTC) drug Pepcid AC. The first option would be to pursue both claims of treatment and prevention‚ which would help differentiate their drug from other competitors OTC drugs that are also pending FDA approval. The first option could require up to 9 months of additional studies
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Pharmaceuticals Company (JJM). JJM produces Pepcid which belongs to a class of drugs known as H2 receptor antagonists. This class of drugs reduces stomach acid secretion and revolutionized the treatment for ulcers and heartburn. Pepcid is well known for its quick heartburn relief has a stable market position but is still behind the leading competitors Tagamet (from SmithKline Beecham) and Zantac (from Glaxo Wellcome). The prescription ulcer drug market of H2 receptor antagonists in United States
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The problem Pepcid AC faced in its initial entry into the market was direct competition from competing products that‚ together‚ took almost all market share. Pepcid AC positioned itself as three important things: providing lasting relief from GERD and gastrointestinal upset by means of the fewest pills possible and providing not only relief but prevention. Tegamet already had an established marketing base that consisted of customers who knew the brand name and were weary to switch to another product
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Developed and commercialized by Merck‚ Pepcid is a prescription drug for treatment of heartburn. Different from regular antacids that just neutralize acids in the stomach‚ Pepcid belongs to a class of drugs known as H2 receptor antagonists‚ which reduce stomach acid secretion by blocking the histamine H2-receptor on the cells producing gastric acid. Third in the H2’s class to enter the prescription drugs market‚ Pepcid was never able to reverse course and take market leadership from competing products
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Pepcid AC: Racing to the OTC Market Introduction and Background In the late 1980’s and early 1990’s‚ the pharmaceutical industry began to experience a decline in sales. Many companies began to see the potential of the over-the-counter (“OTC”) market as a proactive and defensive strategy to counteract the generic threat and to reinvigorate market share growth from their existing product line. In 1989‚ Johnson & Johnson and Merck (“JJM”) joined forces in an effort to bolster both company’s
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Pepcid Case Analysis 1. Why does Merck want to switch Pepcid to OTC status when the patent is good for another six years? How attractive is this opportunity? Over-the-counter market growth is attractive to pharmaceutical companies like P&G who successfully changed Aleve from prescription strength to OTC. Once the patent for Pepcid expires in six years there will inevitably be fierce competition. Since the FDA usually takes so long to process an approval for a prescription-to-OTC switch
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Topic 1: Financial Markets 1. You are among the OTC market makers in the stock of Bio-Engineering‚ Inc. and quote a bid of 102 1/4 and an ask of 102 1/2. Suppose that you have a zero inventory. (a) On Day 1 you receive market buy orders for 10‚000 shares and market sell orders for 4‚000 shares. How much do you earn on the 4‚000 shares that you bought and sold? What is the value of your inventory at the end of the day? (Hints: It is possible to have negative inventory. Further‚ there is more than
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Assignment On “NASDAQ & OTC Market in Bangladesh” Course title: Financial Institutions and Markets Course Code: FIN-6403 Submitted to: Ms. Afia Akter Assistant Professor Department of Business Administration Northern University Bangladesh Submitted by: Md. Milon Hosen ID: MBA-120103274 Section: A Date of submission: February 25‚ 2013 National Association of Securities Dealers Automated Quotation (NASDAQ) NASDAQ is the Largest OTC Market in New York‚ in this Market D-listed & Non Listed
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contain costs‚ the OTC market seems set for significant future growth. Most pharmaceutical companies anticipated rapid growth in the over-the-counter market as consumers increasingly sought to diagnose and self-medicate their common ailments. Many pharmaceutical companies are looking towards the OTC market for revenue protection and lifecycle extension for their major products. Although certain sectors of the OTC market are maturing‚ growth opportunities do exist in emerging markets and the leading
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introducing Pepcid AC as an OTC medicine is concerned: Option 01: Argue with FDA on the case for the treatment and prevention claims and there by preserve the opportunity to be the first entrant. Pros: Competitive Advantage: If approved by FDA the prevention claim for Pepcid AC would be a critical distinguishing factor compared to other similar medicines available in the market. This could very well give JJM and Pepcid AC a competitive advantage differentiating it from its competitors in the market. Two
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