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Essay / Research Paper Abstract
A 4 page paper. The OTC pain relief market has begun to grow, following the problems with prescription drugs, such as Vioxx. This essay discusses this market, provides Tylenol's market share, how Bayer increased the market for Aleve and why Tylenol is a leader. Statistical data included. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: MM12_PGotcpn.rtf
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Unformatted sample text from the term paper:
of the reasons for the decline during those years was the introduction in 1999 of prescription drugs such as Vioxx and Celebrex, commonly referred to as COX-2 inhibitor drugs (Research
and Markets, 2005). They were primarily for arthritis sufferers and were to provide pain relief without the accompanying stomach problems that could result from aspirin and other treatments (Research and
Markets, 2005). Given the problems with certain prescription drugs, the over-the-counter pain relief sector began to pick up again in 2003. However, the OTC market remains one that is highly
fragmented. Bayer, for instance, inherited Aleve from Proctor and Gamble (P&G) (Eckel, 2001). P&G launched Aleve in 1994 but could never gain more than a 6 percent share of
the market (Eckel, 2001). The company first did a study to identify the Aleve user and then, it hired CLT Research Associates to conduct 800 interviews with consumers (Eckel,
2001). The study found that "24 percent of those interviewed "pain busters" - consumers who were heavy users of over-the-counter painkillers, and who were eager to try new brands" (Eckel,
2001). About 35 percent of that group had tried Aleve in the past year but they had numerous other products on their shelves (Eckel, 2001). Another study found that consumers
responded to the phrases "control over pain," or "freedom to do the things you want" (Eckel, 2001). They also found that consumers wanted to minimize the number of pills they
had to take (Eckel, 2001). From this emerged their ads claiming that Aleve provided "all-day pain relief with just two blue pills - compared with as many as eight pills
of competing brands" (Eckel, 2001). That ad is still seen on television commercials. They also found that "Aleves users were more likely to suffer from arthritis and back pain
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