Response for Case Datril Essay Example for Free

Response for Case acetaminophen Essay1) What course of action should acetaminophen take? It should solidify its position in the painkiller 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 Datrils effect is identical to Tylenol and use low-price promotion. On the other hand, it should leverage Bristal-Myerss name to facilitate its market penetration. Generally, it should focus on advertisement and promotion.2) What are the pros and cons of targeting Tylenol Users? Pros Datril is a substitute of Tylenol, but compared to Tylenol, its cheaper. Be berths, Tylenol almost controls the market of acetaminophen and it controls nearly the whole potentials customers for Datril. Cons Tylenol rule the acetaminophen market for a long time. On one hand, many customers have strong loyalty to Tylenol. On the other hand, since its a current drug, many lot neither know it n or trust it, Datril has to spend a lot of time and money in advertisement. Besides, its effect is identical to Tylenol, which meaning in quality it doesnt have any advantages over Tylenol. In this way, low price becomes a big attraction for customers. But the low-price strategy core lower profit per unit.3) What are the pros and cons of targeting Aspirin Users? Pros Datrils effective element is acetaminophen, which has the same function as Aspirin but less side effects. In contrast, acetaminophen analgesics raised the pain threshold and reduced fever without having the anti-inflammatory effect of aspirin, thus meeting the needs of people who suffered from upset stomach. The selective information shows that acetaminophens market almost doubles while Aspirins only increases by 9%. It means that more and more people prefer to use acetaminophen. Targeting acetaminophen users apparently is a very promising action.Cons Datril, Bufferin and Excedrin all belong to Bristal-Myers. And Buffe rin and Excedrin are both very booming leading brands in Aspirin market. Datril absolutely can borrow some positive association from these two brands if Bristol-Myers tries to leverage its name to facilitate Datrils rapid market penetration.