Datril: Pioneering the Acetaminophen Market Case Study

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Datril: Pioneering the Acetaminophen Market Case Study Problem Recognition The problematic issue for Bristol-Myers was to position its new aspirin drug to the potential customers and decide a good price which can not only make it acceptable by the customers, but also give a fair profit to the company. In other words, the company had to formulate an effective marketing and promotional strategy for its new drug, Datril. The company was not merely willing to establish its new brand in the analgesic market; the main issue was to establish this new brand in the presence of a strong competitor, Tylenol. Bristol-Myers decided to promote its Datril by differentiating it from Tylenol in some tactful manner. It was also a challenging task for the company as Tylenol did not have any potential weakness that could be highlighted to promote Datril. Thus, the problem statement for Bristol-Myers is to position and price the new aspirin drug brand in the presence of a strong market leader. Options Listing or Available Alternatives The company had two alternative strategies for its Datril brand; the first was to promote it as a substitute for Tylenol while the other was to offer it at a lower price than Tylenol. The focus of the first strategy was to promote Datril as a new brand of a well-renowned organization, Bristol-Myers. It was proposed that the company will promote Datril by associating it with Bristol-Myers in all its commercial ads and promotional campaigns on all the

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