Plan De Marketing Bayer

Plan de
Bayer AG Marketing Plan
The Vitamin of the Future

8/11/2010
Keri Kochenour

Executive Summary
Bayer AG is a primarily involved with pharmaceutical products and chemicals. Bayer AG has acknowledged and understands that today’s world is becoming ever more hectic. Because of today’s fast pace, Bayer AG has created a new vitamin that only has to be taken once every month instead ofdaily. The pill will not be substantially larger than current vitamins on the market. Many varieties of our current vitamin line, One A Day, will be offered in One A Month form.
Because the One A Day line has been especially popular in North America, the One A Month variety will be launched there first. For this new product, Bayer AG will target health-conscious Americans that are on the go. Theproduct will be available large discount department stores including Wal-Mart and K-Mart. This product will be more expensive than normal vitamins, but because you only need twelve vitamins for an entire year, the cost will balance out.

Bayer AG

Bayer AG is a global enterprise with core competencies in the fields of health care, nutrition and high-tech materials (Bayer AG). Bayer haspartitioned itself into three main categories; HealthCare, MaterialScience, and CropScience (Bayer AG). Many products of the Bayer company are not household items, but those that are used for crop protection and non-agricultural pest control. The bioscience segment's major products include Nunhems, Arize, InVigor, and FiberMax (Datamonitor). Another area of Bayer not familiar with the average consumeris their research with polyurethanes and polycarbonates. Its customers include the automotive and construction industries, the electrical/electronics sector, and manufacturers of sports and leisure articles, packaging, and medical equipment (Datamonitor).
Most consumers are familiar with Bayer’s HealthCare products that include Bayer Aspirin, Aleve, and One A Day vitamins. Surprisingly enough,Bayer was established in 1863 by Friedrich Bayer and Johann Friedrich Weskott as a dyeworks group (Datamonitor). The group grew steadily over the next half century before merging with BASF, Hoechst, and other German chemical companies, in 1925. Throughout the 1960s, the group developed more dyes and plastics and established factories worldwide (Datamonitor). Then, in 1994, Bayer purchased SterlingWinthrop's over the counter drug business from SmithKline Beecham, a maker of prescription medicines (Datamonitor). Since, the group has continued to buy companies in order to grow. Primary competitors include, but are not limited to Bristol-Myers Squibb, Johnson & Johnson and Pfizer (“Bayer AG: Full Overview.”).
The company’s vision and mission statement includes their future focus,innovation and growth in the areas of healthcare, nutrition and high-tech materials. The slogan “Bayer: Science For A Better Life,” summarizes the idea of their determination to come up with innovations to benefit humankind (Bayer AG).
I chose this company because I often use One A Day vitamins, along with their newer product One A Day Vitacrave Sour Gummies. I believe because of their growth over theyears and commitment to innovation, Bayer AG will continue to be a successful company in the future.


Bayer AG: Strengths and Weaknesses

Bayer AG recorded an operating profit of $4,192.3 million in fiscal year 2009 (Datamonitor). One strength of Bayer is that it generates revenues through five business segments: pharmaceuticals (33.6% of the total revenues, before reconciliation, inFY2009), material science (24.1%), consumer health (17.7%), crop protection (17.4%), and environmental science and bioscience (3.5%) (Datamonitor). Because this company is so diverse, it has a better chance for profit. Bayer is also among the top competitors in the healthcare market.
The company has also been expanding in foreign markets such as China. Recently, the company has released numerous...