Young Upstart in a $500 Million Market for Anti-Ulcer Medication
Article Abstract:
The anti-ulcer medication market is a new area resulting from advanced technology. The two entry products, Zantac and Tagamet, are in a battle for market share. The two prescription drugs are produced respectively by Glaxo Holdings P.L.C. and Smith, Kline and French Laboratories. Marketing strategy is responsible for Zantac's strong market penetration. A marketing partnership was formed by Hoffman-LaRoche to provide enough sales representatives to reach the multitude of physicians in the United States. An advertising campaign was launched in medical journals, employing Salthouse Torre Ferrante Inc. Product differentiation between Zantac and Tagamet was the lack of side effects from the medication in Zantac.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
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"3M hears you" - being a good listener pays off
Article Abstract:
3M marketing strategy aims to cover the breadth of 3M's products by linking them up with consumer needs. This supplanted some 30 logos used before in advertising. Started in 1982 in the print media, the program is seen as possibly leading to TV advertising.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
User Contributions:
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