Consumer Behaviour Case Bayer Ibuprofen Essay

1049 words - 4 pages

Case: Bayer ibuprofenConsumer behaviour# 1 what is Bayer aspirin's current product position?Bayer aspirin current product position is nonprescription analgesic pills.According to the text, in competition in the analgesics market, Bayer aspirin dominated the aspirin market for many years. In recent year, acetaminophen and ibuprofen-based pain relievers have taken over much of the market. By 1995, Bayer had less than 5% of the analgesics market.# 2 what are the benefits and risks..........this?BenefitsSince Bayer has good reputation, they have the potential for high levels of brand equity. Because brand equity is based on the product position of the brand, consumers who prefer Bayer's brand may assume that, new Ibuprofen of Bayer will have the same favorable features as their existing products. For example I use the Tylenol most of time. eg, Tylenol for headache, toothache, flu, sinus etc I feel Tylenol has strength to pain reliever than other pain killer. If Tylenol introduce new product eg, Tylenol for especially back pain or for other any symptoms, I will try them.RisksFailure of new product can hurt all the products with the same brand name. Consumer generalizes bad outcomes as well as good ones. If consumers feel new Bayer ibuprofen doesn't have strength than other brand they won't trust Bayer's other existing product any more.Another risk is, there are lots of competitors in ibuprofen market eg, Advil, Motrin which are popular and are attempting to mentioning their brand through numerous advertising strategy. Bayer may have to face difficulties in competing with them.Should Bayer do this?Yes they should do this because the Bayer has its own reputation & strong positive image in the aspirin market. Their new product ibuprofen- based analgesic fits with the original product Bayer aspirin eg; the new ibuprofen can be used instead of the aspirin (substitute)# 3 if it proceeds....... Use? If it proceeds they may want consumers to learn about what the new features and benefits has added in their new ibuprofen which their aspirin doesn't has. As well as they need to aware customer that their new ibuprofen has some new features or benefits, which other competitors brand do not have eg, pain relief faster, more strength, different flavor or taste, low risk for heart comparing to the other brands Advil, Motrin Tylenol etc.They should use following learning principles:Conditioning learningUsing such as operant conditioning - eg, distribute some free samples through the mail, at grocery store and retail, $2 off, discount, rebate such as buy one and take other in 50% off, rebate. Many consumer like free sample if they satisfy with free sample they will purchase in the future.Using classical conditioning- eg consistently advertising in TV program which wCognitive learning Using advertisement that encourages consumers to imagine the feelings and experience of using new ibuprofen.# 4 develop ad or series.........Ad for TVIn...

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