Product details

This extensive industry note is written from the perspective of the division president of one of the largest players, Ciba Self Medication, looking at the possibility to apply global marketing concepts. The note covers the major segments of the Over-the-Counter (OTC) drug industry, the key geographic markets, and the resource allocation issues across major functions. The material allows students to assess the similarities or differences of relevant key success factors (KSFs) in the OTC industry and respective commonalities that might affect an opportunity to apply global marketing concepts. This note is designed to be used with ''Competitors in the OTC Drug Industry (IMD-3-0712), ''Winning and Losing Brands in the OTC Drg Industry (IMD-5-0510) and ''Ciba Self Medication Division'' (IMD-3-0713).