Datril Case Study

acetaminophen is a new analgesic made by Bristol-Myers that is classified as containing acetaminophen. This case deals with Datrils trade penetration and positioning as compared to their competitor, acetaminophen.
I debate that Datril should be positi matchlessd as the newest addition to the Bristol-Myers family and priced at the same point as Tylenol. This approach will forgo all the advertising to focus on the drugs unique selling points as an acetaminophen as compared to an aspirin, sequence having the back bone of the Bristol-Myers name. This tactic will attractive feature in those customers who already trust and use the Bristol-Myers brand. Although the market penetration may not be as riotous as pricing competing with Tylenol, the trust will be strengthened up over time. The case study also states that acetaminophen product sales were growing at a send of 50% as compared to 9% with aspirin. This is a clear improvement for Bristol-Myeres to introduce Datril as the easy on the prevail option for an analgesic.
If Datril decides to employ the second option, I do think they may be able to gain many market share from Tylenols existing customers, that if the drugs are identical, the only competitive advantage is price.



Unfortunately, price is one the easiest advantages for a company to counter attack. Because Tylenol is the market draw of acetaminophen, they can employ the defense strategy and be winning in their counter attack Bristol-Myers. If Tylenol lowers their prices to match Datrils, there will be no advantage in the market. The other risk with this option is the longevity of any merchandise materials created. If the selling point highlighted is cost, all advertisements would have to change if Tylenol price matches and because of legality, ads would have to be pulled off air for incorrect advertising.If you want to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .