MKT 4451 Chapter : Datril Case
Document Summary
After conducting the focus group tests it is easy to see that the only way for datril to. The introduction of datril to the acetaminophen market came at a time of insane growth for the sector of analgesic products. Bristol-meyers saw this growth, and realized that they too could join this wave of aspirin convertors. The position that was to be had in this market was one of mass promotion, and price differentiation. This was due to the fact that the leading acetaminophen at the time, tylenol, was about twice the price of regular aspirin, which inherently put a large gap that could be filled by a lower priced competitor. While tylenol positioned itself as a top of the line product that was promoted by it"s recommendations by physicians and medical professionals, aspirin on the other hand maintained the position of the go-to analgesic product for the mass market.
