Abstract
Joachim Zander, director of brand equity in the Consumer Care Division at Bayer AG, and Christopher Merker, an intern from Thunderbird, the American Graduate School of International Management, conducted a global brand audit to determine the future of Children''s ASPIRIN. (ASPIRIN is a brand name owned by Bayer in many countries; therefore, to avoid confusion, the case and teaching note refer to the brand name as ASPIRIN (upper case) and to the substance aspirin as ASA (acetylsalicylic acid) or aspirin (lower case)). The Children''s ASPIRIN market has been in decline since 1986 when aspirin was alleged to be associated with Reye''s Syndrome (RS) by the US medical community. At the same time, sales have been increasing to the adult market with the medical discovery that aspirin is effective in the prevention of heart attacks. Children''s ASPIRIN is ideal for this market, due to the lower dosage recommended for prevention and lower cost. There is concern, however, that sales of Children''s ASPIRIN may cannibalise sales of CardioASPIRIN and ADIRO, the preventive products managed by Pharma, a separate division of Bayer. The case centres around the question of what steps Bayer should take to capitalise on this indication and protect their market. This case was sponsored by the Indiana University CIBER Case Collection.
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Abstract
Joachim Zander, director of brand equity in the Consumer Care Division at Bayer AG, and Christopher Merker, an intern from Thunderbird, the American Graduate School of International Management, conducted a global brand audit to determine the future of Children''s ASPIRIN. (ASPIRIN is a brand name owned by Bayer in many countries; therefore, to avoid confusion, the case and teaching note refer to the brand name as ASPIRIN (upper case) and to the substance aspirin as ASA (acetylsalicylic acid) or aspirin (lower case)). The Children''s ASPIRIN market has been in decline since 1986 when aspirin was alleged to be associated with Reye''s Syndrome (RS) by the US medical community. At the same time, sales have been increasing to the adult market with the medical discovery that aspirin is effective in the prevention of heart attacks. Children''s ASPIRIN is ideal for this market, due to the lower dosage recommended for prevention and lower cost. There is concern, however, that sales of Children''s ASPIRIN may cannibalise sales of CardioASPIRIN and ADIRO, the preventive products managed by Pharma, a separate division of Bayer. The case centres around the question of what steps Bayer should take to capitalise on this indication and protect their market. This case was sponsored by the Indiana University CIBER Case Collection.
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