Response for Case Datril Essay Example for Free

Response for Case acetaminophen Essay1) What course of act 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 acetaminophen Users and aspirin Users. On one hand, it should beg off to customers that Datrils strength is identical to Tylenol and use low- footing promotion. On the other hand, it should leverage Bristal-Myerss name to avail its market penetration. Gener exclusivelyy, 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. Besides, Tylenol just about controls the market of acetaminophen and it controls nearly the whole potentials customers for Datril. Cons Tylenol dominated the acetaminophen market for a long time. On one hand, many customers have reinforced loyalty to Tylenol. On the other hand, since its a new drug, many people n either fare it nor trust it, Datril has to spend a lot of time and money in advertisement. Besides, its effect is identical to Tylenol, which means 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 means 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 little 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 data shows that acetaminophens market almost doubles while Aspirins only increases by 9%. It means that more(prenominal) 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-Mye rs. And Bufferin and Excedrin are both very successful 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.