Read the case and prepare for class discussion, but do not need to hand inanswers to these questions.Case discussion leaders are required to lead the class in a discussion of the case (approximately30...

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Read the case and prepare for class discussion, but do not need to hand inanswers to these questions.Case discussion leaders are required to lead the class in a discussion of the case (approximately30 – 45 minutes).This includes: 1) preparing answers to all the case questions below whenworking on the case, and 2) submitting a Powerpoint slide deck (approximately 12 to 20 slides)to clearly address Q1, Q2, Q3 and Q5. Case discussion leaders should use data from the case to support the team’s arguments.
1. What is the target market for Niconil? What is the demand for the product?
2. How should Niconil be packaged and priced? What are the pros and cons of the alternativepackaging and pricing approaches?
3. What is the total gross margin and breakeven volume and under each pricing strategy?
4. What is the physician/consumer decision making process for purchasing Niconil? Whatpromotional/communication strategies should WL use to influence the decision making ofdoctors, pharmacists, and consumers?
5. When should Niconil be launched? Are there "first mover" advantages? How can Niconil bestestablish itself against future competition?
Answered 2 days AfterApr 15, 2022

Solution

Tanmoy answered on Apr 16 2022
14 Votes
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WARNER LAMBERT IRELAND - NICONIL
Contents
Contents    2
Analysis    3
Answer 1    3
Answer 2    3
Answer 3    4
Answer 4    5
Answer 5    5
Work Cited    6
Analysis
Answer 1
The target market for Niconil is (1) 10% of Irish Smokers who wants to give up smoking each year. They are within the age of 35-44 and are white collar employees. They are also called committed quitters. (2) Niconil prescribers such as the physicians prescribing Niconil products to the patients.
The demand for the Niconil products is highest among the committed quitters. It’s the focus group which is 30% expressing their interest in patch. Further, it is 17% of the 30% smokers who prefe
ed to buy a patch prescribed by a physician.
Answer 2
1. 14-day supply (Price at par): Pros – Consumer already used the product and were satisfied with the low cost. Cons – Will generate lower revenue for Warner-Lambert Ireland (WLI).
2. 14-day supply (Premium price): Pros - Will generate more revenue for WLI and enable them to expand the business. Cons – Potential customers may be dissatisfied due to high price. Niconil prescription is non-reimbursable and consumer have to pay full price.
    
    On Par with...
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