BUS 640 week 5 DQ 2 New Product Introduction
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BUS 640 week 5 DQ 2
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...