Aleve

981 WordsJul 31, 20124 Pages
2009 Resonant Communications | All rights reserved. The Aleve “arthritis pain relief” Success Story Taking a Different Approach By Kerry Doyle THE ALEV arthritis pain relief” SUCCESS STORY An In-Depth Look at Marketing Success Introduction—Taking a Different Approach THE ALEVE “arthritis pain relief” SUCCESS STORY [Year] 2009 The Aleve success story marked a significant shift in the general analgesic market. Prior to Bayer Pharmaceutical’s introduction of Aleve and its identification with arthritis relief, the pervasive assumption had been that broad pain-relief positioning was necessary for attracting and maintaining customers. This white paper outlines the five key steps for excellence in marketing and explains…show more content…
2009 Resonant Communications | All rights reserved. THE ALEV arthritis pain relief” SUCCESS STORY THE ALEVE “arthritis pain relief” SUCCESS STORY [Year] 2009 The Action Plan synthesizes all the marketing decisions that were made up to this point into an effective plan for activation. New target segments were identified in order to ensure Aleve’s continued growth. For example, younger body pain consumers could be targeted with the same functional and emotional benefits as arthritis sufferers: ease of mobility and freedom to do what they choose. Liquid gel tablets were eventually advertised to these consumers as a modern product with fast pain relief that fulfilled their active lifestyle. Page | 6 2009 Resonant Communications | All rights
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