Marketing

Running head: ALEVE GUMMY BEAR PRODUCT LAUNCH PLAN

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Aleve Gummy Bear Product Launch Plan Nikolina Borojevic, Sherrone Hornbuckle, and Napoleon Melton, Jr. MKT/571 January 9, 2012 Melodi Guilbault

ALEVE GUMMY BEAR PRODUCT LAUNCH PLAN

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Aleve Gummy Bear Product Launch Plan Are you tired of seeing and taking the same versions of pain relieving medicine? Are you having difficultyswallowing pain relieving medicine? Do you hate the after-taste of pain relieving medicine? The Aleve Gummy Bear is just the product to satisfy the needs of pain relieving medicine consumers. This revolutionary product combines the fast-acting relief of Aleve into an innovative gummy bear version that will be easier to consume. Launching a brand new or a new version of a product is a challenging anddelicate process that requires the alignment of customer needs to organizational objectives. The Aleve Gummy Bear Product Launch Plan will address the following: product description; product positioning; product targeting; market needs; market potential and market growth; company SWOT analysis; competition; marketing objectives and marketing strategy; pricing; marketing communication; distributionstrategy; financial information; and marketing research. Product Description The Aleve Gummy Bear is the newest version of the Aleve product line. Aleve is defined as a common and simple over-the-counter pain reliever medicine that provides all-day relief with just two caplet, tablet, gel cap, or liquid gel dosages (based on consumer’s consumption needs and preferences) for adults and children 12years and older to primarily swallow (Bayer HealthCare LLC, 2011). The Aleve Gummy Bear is defined as a gummy bear version of Aleve that will provide all-day relief with just two gummy bear dosages for adults and children 12 years or older to primarily chew. All versions of the Aleve pain reliever medicine, including the gummy bear version, will not only share the same medicine color scheme butcontain the same amount of potency in each dosage. Product Positioning

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The Aleve Gummy Bear will be positioned to consumers as a version of Aleve that can be taken easier and quicker by primarily chewing the dosages instead of primarily swallowing the dosages. There is the possibility that the drug can be considered as candy (due to gummy bears beingprimarily manufactured as candy) to consumers, which could result in overdose. With the Aleve Gummy Bear being manufactured in the same color and potency as other Aleve versions in addition to putting a consumption warning label on each package, the potential of overdosing will be minimized. Targeting The Aleve Gummy Bear will be targeted domestically in one of the five largest pharmaceuticalmarkets in Europe (Germany) as well as internationally in the largest pharmaceutical market in the world (North America), based on global sales (PRLog, 2008). From the 2012 U.S. Census (2011) projected midyear population by age and sex, the projected population of the Germany pharmaceutical market from at least age 10 and above is approximately 74,435,976, with 49% of the population being male and51% of the population being female. The projected population of the North American pharmaceutical market from at least age 10 and above is approximately 302, 585,563, with 49% of the population being male and 51% of the population being female. Market Needs The pharmaceutical industry needs companies to be able to advance scientific developments in drug manufacturing and biotechnology in order tocontinually drive the desire to cure illnesses and diseases (Hoover’s Inc. First Research, 2011). According to VFA.de (2011), global pharmaceutical sales in the U.S. more than doubled from 2000 to 2009, growing by more than 60 percent. The U.S. is the world’s biggest pharmaceutical market at around 37 percent. The U.S.

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