Winning and Losing Brands in the OTC Drug Industry

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Technical note

Reference no. IMD-5-0510

Subject category: Marketing

Authors: Jean-Pierre Jeannet (International Institute for Management Development (IMD)); Kristi Menz (International Institute for Management Development (IMD)); Shauna Pettit (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 1997

Version: 08.04.2003

Length: 42 pages

Data source: Field research

Topics: Branding; Marketing strategy; Global marketing

Share a link: https://casecent.re/p/11959

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Abstract

This note covers the experience of major brands in the Over The Counter (OTC) industry and allows students to determine good branding practices. Major OTC brands covered are recent entries, switches, line extensions, and include such brands as Advil, Aleve, Imodium, Nicotinell, Zantac 75, Zovirax, Clearasil, Tylenol, Vicks, and Bayer. The purpose of this note is for students to assess the KSF''s for branding OTC drugs and to assess if these principles can be extended via global marketing strategies. This material is intended to be used in conjunction with the ''Note on the World OTC Drug Industry'' (IMD-3-0711), ''Competitors in the OTC drug Industry'' (IMD-3-0712), and ''Ciba Self Medication Division'' (IMD-3-0713).

Location:

Global

Industry:

OTC drug

Other setting(s):

1994