Bayer Schering Pharma AG, Germany owns Alka-Seltzer, which was launched in 1931

Question

1. Bayer Schering Pharma AG, Germany owns 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. 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 this TV ad.
   
   The ad shows that Alka-Seltzer Plus can fight congestion, unlike NyQuil.
   
   Explain how Alka-Seltzer Plus has been quality and price-positioned in an existing market. In your opinion, has Bayer positioned their product appropriately in the market for cold and flu symptoms relief products? Would you advise Bayer to use a skimming or a penetration pricing strategy? Explain your reasoning.
   
   How do you think Proctor and Gamble, the company who produces Vicks NyQuil, would respond to the ad?

Explanation / Answer

ANSWER

Bayer the reliable drug company in contrast with understanding the matrix of

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