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Essay / Research Paper Abstract
A 4 page paper that briefly introduces the 4Ps marketing mix and then applies each to Tylenol marketing efforts. Specific examples of Tylenol promotions are provided, the expansion of product line is discussed along with comments about distribution and price. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: MM12_PGtlnl.rtf
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Unformatted sample text from the term paper:
"p" being the first letter of a variable: Product, Price, Place (which refers to distribution), and Promotion (Lake, 2008). A company will use different combinations of these variables to reach
a multitude of different consumers (Lake, 2008). The marketing team for Tylenol has been consistently brilliant in their marketing campaigns. First, the product - the main ingredient in Tylenol is
Acetaminophen and it was in about 1946 that a study was funded to find safe drugs for pain and fever, specifically, the study was to investigate why non-aspirin agents were
associated with non-lethal blood conditions as compared to other agents (Medgadget, 2005). Those studies led to the brand we now know as Tylenol as was introduced to the American market
in 1955 (Medgadget, 2005). The original company was McNeil. However, the agent, Acetaminophen had been used in Europe since 1893 so it was a pain reliever well known in other
parts of the world (Medgadget, 2005). Initially, Tylenol could be obtained only by prescription for children (Medgadget, 2005). The original patent holder was McNeil but Johnson & Johnson acquired McNeil
in 1959 and introduced an adult version of Tylenol in 1961 (Medgadget, 2005). Today, there are numerous versions of Tylenol on the shelves that include regular, childrens, extra strength, arthritis,
8-hour, gel caps, sinus, allergy, Tylenol PM and numerous other specific Tylenol products for different conditions. The company has expanded its Product line to meet many different health needs of
the consumer. The product was initially marketed as an alternative to aspirin. In fact, marketing campaigns called it the safe alternative to aspirin following studies that too much aspirin
could cause liver damage. At the time, Bayer aspirin had a market share of over 80 percent in the non-prescription pain relief industry (Witt, n.d.). Other products had tried to
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