- Warner-Lambert Ireland: Niconil
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- Like the Retrovir case, this case is concerns pricing and is set within the ethical pharmaceuticals industry. Package size (in terms of dosages) is an additional consideration. Since the product is early in its life cycle, the main focus is on both generic (or primary) and specific demand stimulation. As in all launch situations timing is extremely crucial.
- Discussion of the case will follow these basic questions:
- How important is Niconil to Warner-Lambert?
- Who is the target market for Niconil? What will be the demand for the product in the first year of introduction and through 1994?
- What communication policies should Warner-Lambert use to manage the decision making processes of doctors, consumers, and pharmacists?
- How should Niconil be packaged and priced?
- What is the role of the support program? How should it be packaged, priced and distributed?
- When should Niconil be launched? Are there first-mover advantages? How can Niconil best establish itself against future competition?
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