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bus 640 week 5 discussion 2




Question;Week 5 DQ2 New Product;Introduction.Bayer Schering Pharma AG, Germany owns;the Alka-Seltzer, which was launched in 1931 and was meant for relief of minor;aches, pains, inflammation, fever, headache, heartburn, sour stomach;indigestion, and hangovers. The Alka-Seltzer Plus was a spin-off of the;original medicine, meant to relieve colds and flu.;The company has recently introduced a new and improved Alka-Seltzer Plus, as;described in the TV ad: ?The Cold Truth?, (please, watch the ad listed in the;Required Readings);The ad shows that Alka-Seltzer Plus fights cough, body aches, runny nose;sneezing and fever, just like Vicks NyQuil does, but it also now can fight;congestion, unlike NyQuil.;Explain how the new Alka-Seltzer Plus has been quality- and price-positioned in;an existing market. In your opinion, has Bayer positioned their product;appropriately in the market for cold and flu symptoms relief products? Would;you advise Bayer to use a skimming or a penetration pricing strategy? Explain;your reasoning.;How do you think Proctor and Gamble, the company who produces Vicks;NyQuil,would respond to the ad?


Paper#57994 | Written in 18-Jul-2015

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