Subject category:
Economics, Politics and Business Environment
Published by:
Darden Business Publishing
Length: 4 pages
Topics:
New product introduction; Positioning
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Abstract
This case describes the P&G launch plan for Aleve and results of that launch. Aleve was launched in June 1994 with an annual marketing budget of $100 million. Initial results were astonishing. Within one week, supermarket scanner data indicated that Aleve was available in 92 percent of monitored stores. By August, Aleve''s market share was 6.5 percent. After four months, Aleve was tied with Excedrin for third place in the category.
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Abstract
This case describes the P&G launch plan for Aleve and results of that launch. Aleve was launched in June 1994 with an annual marketing budget of $100 million. Initial results were astonishing. Within one week, supermarket scanner data indicated that Aleve was available in 92 percent of monitored stores. By August, Aleve''s market share was 6.5 percent. After four months, Aleve was tied with Excedrin for third place in the category.