Final Market Plan: Aleve

BUS 620 - Managerial Marketing

Final Market Plan: Aleve

Executive Summary of Marketing Plan

"The discovery first, Bayer set out to identify the Aleve user. In 1997, the Bayer team hired New York-based CLT Research Associates to conduct 800 in-home interviews, a random sample of men and women aged 18 to 75 who had used a nonprescription pain reliever in the past year. CLT discovered that about 24 percent of those interviewed fell into a segment called "pain busters" - consumers who were heavy users of over-the-counter painkillers, and who were eager to try new brands. About 35 percent of these pain busters had tried Aleve in the past year, but their medicine cabinet was full of other brands as well. The challenge: How to convince these pain busters to...