bus 640 week 5 discussion 2

Question # 00003007 Posted By: neil2103 Updated on: 10/31/2013 12:28 AM Due on: 10/31/2013
Subject Economics Topic General Economics Tutorials:
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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?

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  1. Tutorial # 00002827 Posted By: neil2103 Posted on: 10/31/2013 12:29 AM
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