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Wordcount: 749
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Bristol-Meyers Datril
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Memo
To: …….
From:
Date: April 2, 2004
Re: Datril market positioning
Executive Summary
The most important goal for the company is to introduce a profitable non-prescription acetaminophen drug that meets the growing consumer demand for aspirin-free analgesic medications. The key challenge the company faces in achieving this goal is to steal share from Tylenol, the current leader in this category. Therefore, the optimal strategy to achieve the goal is to market an acetaminophen product which competes with Tylenol on price. Market tests revealed this strategy to be more effective (captured 50% of acetaminophen market) than developing a product with superior attributes but sold at a price comparable to that of
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